P&G relaunches website to focus more on consumers

CINCINNATI: Procter & Gamble has relaunched two of the main sections of its website in an effort to improve consumer relations and media relations, and demonstrate its commitment to open corporate governance.

CINCINNATI: Procter & Gamble has relaunched two of the main sections of its website in an effort to improve consumer relations and media relations, and demonstrate its commitment to open corporate governance.

The two sections of PG.com went live October 9. Other portions of the site, including one for the media, are being redesigned during the next quarter.

"We redesigned PG.com to focus even more than we did on consumers," said Gay Piller, digital brand manager of PG.com. In its most recent fiscal year, 18.1 million people visited the company's site.

Consumers have been telling P&G, one of the world's largest marketers, that they wanted more information on everyday tasks related to the company's products - including such things as laundry and stain-removal tips. The new site attempts to draw on the expertise within P&G to address such topics, Piller said.

The opening page now starts off by saying, "Welcome to your home for tips and solutions you can use every day." Below that is a headline, "Everyday Solutions," followed by product categories that link to pages with articles like "Cleaning away odors" and "Quick dishwashing tips."

The new media portion of the site will be created with advice from a group of 12 to 15 reporters P&G found willing to give suggestions on content useful to the media. P&G sought media feedback when it last went through a wholesale site redesign in 2000.

The site is managed by the company's external relations group, but works closely with brand marketing, said Piller. The company used outside firms for design and site development, but did not work with a PR agency on the redesign.

The consumer-product giant is also following a trend set by several other public companies by developing a new corporate-governance section dedicated to increasing disclosure. "We're trying to be very open and candid about the way we govern," Piller said.

This section will have documents P&G expects the SEC may soon require corporations to make public, along with a discussion of the company's purpose, value, and principles.

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