Weighing the Advantages and Disadvantages of Web Sites in a Digital Age

In the 24/7, on-the-go, "instant gratification" culture we live in, it is necessary to use online and digital media tools to keep in contact with every key public your client or organization interacts with. Web sites are perhaps the most necessary tool in the 21st century, and they have several distinct advantages and disadvantages all public relations professionals should consider.

Web sites reach millions of people who have computer access at home, work, cyber cafes, libraries and wi-fi locations. The medium is unlike any other in its potential to reach a great number of people for relatively little cost. Web sites are generally easy to access for the online consumer - they likely don't need to drive anywhere to ask questions or wait for answers on the phone. The technology is constantly expanding - more and more people are becoming connected to cyberspace, and innovative technologies on the Internet, such as social media and interactive Web site widgets, are making it a more user-friendly medium every day. Use of a Web site is also fairly cost effective. While there are some costs incurred with monthly hosting fees, site design, HTML coding and man hours needed for content generation, the return on investment from a Web site for an organization can certainly outweigh the costs. Web sites also allow for quick, easy feedback from customers, clients, potential clients and other important publics. By monitoring Internet discussion boards and social networking sites, the public relations professional can gain a general understanding of public opinion about their organization, client, product and/or service. Web sites are also easy to update, unlike print and some broadcast media which may require extensive new design, content, printing and/or distribution. Finally, it is a creative tool in both marketing and public relations. Web sites often include downloadable audiocasts and videocasts about the company, client and/or industry trends that existing and potential publics can find useful.

Like any medium, Web sites have their share of disadvantages as well. A public relations professional must constantly update and remove outdated information. People who see a Web site that is not often updated may not return, whereas a Web site with exciting, new content can generate a regular flow of traffic. Driving your audience to the Web site over previous used avenues of communication is a major disadvantage of the medium. If you've used a hard-copy customer newsletter for the past ten years and switch to an online newsletter found on your Web site, much of the audience will not make the transition to the new form of communication. Another thing to be considered is whether a Web site is an appropriate form of communication for the audience. While more and more people are becoming Internet savvy, not all publics, such as low-income households, have access to the Web and not all publics, such as senior citizens, use the Web. The Internet is available only to people of advantage and accessibility, and the use of a Web site depends upon the publics you are targeting. Technical issues, such as difficulties navigating between Mac, PC and Windows, often arise, as do the use of downloadable files such as PDFs that may not open on all computers. Broken links and broken code need to be constantly monitored and fixed, and server malfunctions can occur due to your Web site exceeding its bandwidth allotment. Web sites also have the unfortunate tendency to be down or not available at unexpected times, and this can inconvenience those trying to access the site.

While I generally feel the advantages outweigh the disadvantages of Web site usage in the Web 2.0 age, all factors need to be considered when launching a Web site. Pay special attention to the details mentioned above, as they can determine the success or failure of your online communication strategy.

Best,

Wesley Schmidt

President of Public Relations

WesleyS@moxiecommunication.net

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Understanding Marketing

Recently, I attended a family function where many members of my family asked me what I did. I merely replied with "public relations". Unfortunately not one of them could grasp what exactly it was that entailed. So I decided to find out if anyone at the party truly understood the meaning of public relations, and after giving numerous examples, it was confirmed that I solely was the only one in attendance that had any idea it was I did. So I found this list on a website, which I think will provide a clear example as to what public relations is, as well as other fields of communications.

Understanding Marketing

You see a fabulous girl/guy at a party. You approach them and say, "I’m fantastic in bed."

That’s Direct Marketing.

You’re at a party with a bunch of friends and see a fabulous girl/guy. You have one of your friends approach them, point at you and say, "She’s/He’s fantastic in bed."

That’s Advertising.

You see a fabulous girl/guy at a party. You approach them to get their telephone number. The next day you call and say, "Hi, I’m fantastic in bed."

That’s Telemarketing.

You’re at a party and see a fabulous girl/guy. You get up, straighten your clothes, walk up and pour them a drink. You open the door, pick up their bag after it drops, offer them a ride, and then say, "By the way, I’m fantastic in bed."

That’s Public Relations.

You’re at a party and see a fabulous girl/guy. They walk up to you and say, "I hear you’re fantastic in bed."

That’s Brand Recognition.

I hope that you found this useful, I know my relatives did.

Best of luck,

Adam Hoy

Vice President of Public Relations

Moxie Communication

10 Commandments of Crisis Communication, Sample Placeholder Statements

We continue the focus today on crisis communication, as it can be a "defining moment" of an organization and their public relations program.

"10 Commandments of Crisis Communication"

1. Thou shalt meet the storm head on.

2. Thou shalt not say "no comment."

3. Thou shalt not speak off the record.

4. Thou shalt not hide from reporters.

5. Thou shalt not be caught unprepared.

6. Thou shalt not bear false witness.

7. Thou shalt not show anger.

8. Thou shalt honor other people's emotions.

9. Thou shalt repeat the message until it is heard.

10. Thou shalt show genuine empathy.

Below are some sample placeholder statements often used during crisis communication in written or spoken statements. The ones listed are specific to accidents, but can be tailored to the crisis facing your client or organization:

We are shocked and saddened by the loss of life/injuries/damage caused and are doing everything we can to help the victim(s). Our thoughts are with him/her/them and his/her/their family(ies).

We have launched our own internal investigation while also cooperating fully with (name of investigating authorities).

What we know so far is ... (give out basic facts, but leave details to investigating authority).

We try to do everything we can to be in compliance with safety regulations and guidelines, to reduce the chances of accidents to anyone on our property.

We conduct safety training programs as required by (regulatory agency) and try to do everything else we can to be in compliance with safety regulations and guidelines, to reduce the chances of accidents to anyone on our property. (If feasible) For example, ... (and give examples of safety measures taken relative to the particular situation).

(If questioned about business interruption, then:) Our primary focus is on helping the victims, and we will then resume operation as soon as is reasonable and safe to do so.

(If access by media to accident site is or will be permitted, then:) As soon as the site has been determined to be safe, and if it will not interfere with any official investigations, we will try to arrange controlled access to the area.

(If access by the media to the accident site is NOT or will NOT be permitted, then:) It is our policy to cooperate with the news media to the maximum extent possible. However, at this time it is not possible to permit access by the media to the incident site because (whichever is true, or both) the site has not been stabilized and is not safe for non-emergency personnel (and/or) providing access to the site may compromise ongoing investigations.

(If contractor is involved, then:) We ask our contractors to do everything possible, as we do, to be in compliance with safety regulations and guidelines and to reduce the chances of accidents to anyone on our property. (Or, if true, then:) Our contractors are required to follow the same compliance with safety regulations and guidelines as the organization is mandated to follow.

Wes Schmidt

President of Public Relations

WesleyS@moxiecommunication.net

Failing to Prepare is Preparing to Fail

By now many of you have heard about the crisis that pizza giant Dominos has faced in the past week in which two employees posted videos on YouTube in which food was mishandled and contaminated. This story should not be ignored as an isolated incident, but can be used as a lesson for business owners everywhere.

Whether you’re an international conglomerate or a small regional business, social media and networking sites are changing the way the business world works. Gone are the days in which companies can ignore this growing area of Facebooks, Myspaces, YouTube, Twitter, etc. Gone also are the days in which organizations can take a moment and strategically devise a response plan to such crisis.

Many have criticized Dominos for not immediately addressing the issue. This goes to show that when a crisis strikes, an organization’s publics expect a response immediately, not hours or days after the event occurs. This only further stresses the importance of having a crisis plan that is easily implemented should something arise.

Furthermore, this also stresses the importance of having an online presence. Your company cannot wait until disaster strikes to quickly rush to the computer and establish an online presence all while dealing with an inquiring media, angry customers/clients, and employees with questions.

Dominos reaction, while not as quick as some would like, was an appropriate one. After filing a formal complaint with police and having a warrant issued for the employees, they had YouTube pull the videos. At the same time, Patrick Doyle, President of Dominos, posted a response and apology to the videos in the same forum. Dominos also set up a Twitter account to deal with this publicity nightmare.

Finally, while Dominos appropriately reacted to this crisis by getting the message out to their target publics in the same forum in which the videos were originally found, this issue is much deeper than ensuring you have a crisis management plan in place. This is also a testament to how important employee relations are. In organizations small and large, it is imperative that those who are on the “front-lines” selling your product fully believe in what the organization is doing. Once employees feel they have been mistreated, underpaid, or unrecognized for their efforts it can create the perfect environment for a disaster such as this. Today, more than ever, the importance of being prepared and having a business model that keeps everyone from janitors to CEOs happy is being seen all the time. If you’re prepared for the worst, then generally the worst won’t happen.

 

Best,

Matt Cafrelli

President

Kalas Understood the Importance of Relationships

The late, great Philadelphia Phillies broadcaster Harry Kalas will be laid to rest tomorrow, exactly one week after the news of his passing sent shockwaves throughout the sports world and Delaware Valley. With a powerful and moving ceremony yesterday at Citizens Bank Park, Phillies fans, current players, ex-players, Phillies staff, friends and family were able to pay their final respects to a man who, regardless of how well you knew him, made an impact on everybody he came across.

For the past 38 years, Kalas called play-by-play for the Phillies, with phrases like "outta here!" and "swing and a miss, struck 'em out" becoming commonplace in the lives of Phillies fans. For more than 6,000 days from April to October, Kalas entered our homes and became, essentially, part of our family. As I watched yesterday's tribute, Governor Ed Rendell noted that aside from our direct family members, Kalas' voice was probably the one we've heard the most throughout our life. No wonder I, and many fans, feel like we've lost a family member.

While he will be remembered as the voice of the Phillies and his calls will live on forever, what made Kalas truly special was how much he cared about not only his profession as a broadcaster, but the people he came in contact with. Mike Schmidt noted that often, our heroes in the public sphere disappoint us when we meet them in person, but not Kalas. He was as genuine a human being as you could find, always stopping to sign an autograph, talk about the game or record your cell phone voicemail message with an "outta here!" homerun call.

We often don't realize the positive impact we can make on other people. We may think that we're just one person, or the things we do don't make a difference. But, as Kalas demonstrated throughout his 73 years of life, the little things do make a difference.

Think of all the people Kalas took time to have a conversation with, or all the baseballs he stopped to sign for fans. Think of the millions of people who relied on Kalas every summer night to tell the story of their beloved baseball team, making the game meaningful and interesting even though the Phillies might've been 17 games out of first place in mid-August. Think of those same fans who, when they think of any big moment in Phillies history, have Kalas' voice attached to the play. Think of the same fans who, over the past week, have remembered over tears of sadness and joy the life of a man many of whom never met.

As a broadcaster for the Phillies, Kalas had the unique privilege of having a public pulpit, a privilege he did not take lightly. While for so many broadcasters their job is simply their job, Kalas made it, and the game, his life. He found it so important to make a positive impact on everybody he came across, whether you were Hall-of-Famer Michael Jack Schmidt or a cab driver in South Philadelphia. Kalas treated everybody equally and with the utmost kindness, making a lasting impression on those he came across.

While those of us in the general public may not have the public pulpit Kalas had, we should all follow his example in the way we live our lives. Take that extra moment in your life to talk to somebody, regardless of how well you know them. Give somebody a hand the next time they need help. Smile and help brighten someone's day. Go about life with a positive attitude and never underestimate your ability to make an impact on your fellow man, regardless of how small or insignificant it may seem.

After all, the past week has shown how one person can make such an impact.

Best regards,

Wes Schmidt

President of Public Relations

WesleyS@moxiecommunication.net

Moxie Communication looks forward to revamped website

As the days progress and Moxie Communication steadily becomes a player in South Eastern Pa.'s public relations market it becomes crucial to use online media sources to help spread information about clients as well as ourselves. In just a short amount of time a preliminary website had been erected and set up for display as a framework to help get this newly established firm off the ground. In the coming weeks new additions and refurbishments will go into effect and the site will be a host to a menagerie of aesthetically pleasing colors as well as easily navigable links. Check back soon to see these improvements for yourself at www.moxiecommunication.net .

All the best,

Adam Hoy
V.P. of Public Relations

Kalas dies at 73; was voice for Phils, NFL Films

Our thoughts and prayers go out to the family of Harry Kalas, as well as the Philadelphia community. As one of the most recognizable and all-time great voices in sports, Harry will be deeply missed.

RIP Harry

Kalas dies at 73; was voice for Phils, NFL Films

The Beginning

Hello and welcome to the official blog of Moxie Communication. This forum will be dedicated to all things public relations. This blog is run by many of the top executives who run Moxie Communication, a firm located in Central Pennsylvania dedicated to helping those across all industries address their public relations needs.

We will keep you up to date with industry news and offer our opinions and advice on many PR issues that organizations are facing in these ever-changing times. Please feel free to comment with any questions or issues you may have and we'll be more than happy to address them all. Thanks again for stopping by and make sure to check back frequently as there will be new posts every couple days.

Also, don't forget to make your way over to our Web site for a glimpse of how Moxie Communication can help you and your organization!

Thanks,

Matt Cafrelli

President