NEW YORK: London-based business publication the Financial Times reached out broadly to promote the redesign of its Web site, which debuted this week.
Tom Glover, deputy communications director at the FT, said the paper's internal PR staff in the UK, US, and Asia briefed journalists, including business reporters at consumer and trade publications, as well as bloggers, prior to the November 11 launch. The company requested embargos while notifying employees of the changes, he added. It was aided by London-based Hotwire PR, which works on FT.com and the brand's social media activity.
The reconceived site is part of a six-month-long rollout of new features on the site, which began earlier this year.
“You'll see that the new Web site is more consistent with the Financial Times brand, with the pink pages, and it's cleaner and more uncluttered,” Glover said. “There's more of a focus on the quality of the content than the quantity of the content.”
One new feature on the site is The Long Room, a members-only discussion service for high-ranking financial professionals. The FT conducted a series of press briefings with journalists in New York and London prior to the October 27 launch of it, said Emma Gilpin-Jacobs, global communications director at the newspaper.
Outreach to bloggers regarding the brand in general is also ongoing, Glover added.
“The FT has made quite a concentrated effort to invite bloggers to our offices, so they can see how we're working internally and get an insight that is perhaps more open than in years before,” Glover said. The publication also recently set up a Twitter account to update readers on new content.