Some months ago I was rather uncomplimentary in this column about the web sites of most of the top five PR agencies. A number of smaller, independent firms e-mailed and suggested I take a look at their sites.
Some months ago I was rather uncomplimentary in this column about
the web sites of most of the top five PR agencies. A number of smaller,
independent firms e-mailed and suggested I take a look at their
Of the dozen or so sites, there are three I rather like. That’s simply
because of the usefulness of the information on them, rather than any
particular exploitation of interactive features.
It is certainly a good idea to have a database of your clients’ press
releases on your site, along with things like downloadable photos of key
client executives, logos and corporate profiles. Surprisingly few PR
companies do this. However, the availability of this database can be
perceived by clients and the press as a significant enhancement in
service while saving you time on the phone with people who need to know
The Lukaszewski Group’s site (www.e911.com) does none of these things.
It’s just a good brochure, not too filled with hype. But what makes it
potentially useful to clients and non-clients alike is an archive of
more than 50 issues of the company’s client newsletter, ’Executive
Actions.’ These, unlike many so-called ’newsletters’ I came across, are
more than just sales letters containing the PR firms’ latest deals and
products. Covering issues such as ’Avoiding the Starbucks Problem’ and
’Counteracting Anti-Corporate Activism on the Net,’ Lukaszewski creates
a real reason for its clients and others to come to the site.
Alan Weinkrantz & Company (www.weinkrantz.com), a small high-tech firm
based in Dallas, takes a different approach, focusing more on the
Internet as a resource. It has a useful listing of Web tools and sources
ranging from Marketing Research to Web Marketing and Tools for PR
Professionals. And it gives helpful descriptions of each site. Online-PR
(www.online-pr.com), a site run by Robert Marston & Associates, is
similar in content to the Weinkrantz one, offering lots of links, hints
and resources. It includes a big section on online PR, with helpful
forms and checklists. But it differs from the others in one important
respect. Where the others have the name of their PR firm owners
emblazoned across every page, there is very little here to indicate the
link with Robert Marston. There is of course a corporate site as well
(www.marstonpr.com). But it’s Online-PR which will help to establish the
firm’s authority and credibility.
I have bookmarked both the Weinkrantz and the Online-PR sites, and
expect to find them helpful in my own work.
- Stovin Hayter is editor of Revolution and can be reached at