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 A public relations professional must constantly update and remove outdated information.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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