Agency Web sites make for poor PR

BOSTON: The top PR agencies may do a good job of communicating their clients’ messages, but where their Web sites are concerned, there’s room for improvement.

BOSTON: The top PR agencies may do a good job of communicating their clients’ messages, but where their Web sites are concerned, there’s room for improvement.

BOSTON: The top PR agencies may do a good job of communicating

their clients’ messages, but where their Web sites are concerned,

there’s room for improvement.



That was the central conclusion of PRWeek’s survey of agency Web sites,

which took a look at the Web presence of BSMG, Burson-Marsteller,

Edelman, Fleishman-Hillard and Hill & Knowlton. A panel of five judges

comprised of two clients, a Web expert, the PRWeek Student of the Year

and a PRWeek journalist, judged the sites on four criteria: content;

message delivery to potential clients, employees and reporters; ease of

use; and design.



Overall, judges found that while the sites provided information on

capabilities, they didn’t effectively represent the creativity of the

agencies or demonstrate their personalities.



Edelman’s site came out on top and was given special kudos for design

and effective message delivery. One judge described the site’s job

openings section as ’best of breed,’ while others singled out the online

newsroom - a feature that no other site offered.



Edelman was trailed by, in order, BSMG, H&K, F-H and Burson, whose site

was described by one judge as ’buzzword heaven.’



- See feature, p21.



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