by Edward J. Barks

To Web or not to Web. That is the question for independent PR practitioners. Whether 'tis nobler in the mind to suffer the slings and arrows of no Internet presence, or to take arms and launch a Web site.

With apologies to the bard, the dilemma posed here is one that every independent PR practitioner needs to consider. An Internet presence is a must for large organizations these days. But what are the pros and cons from the perspective of the sole practitioner?

There are benefits to using the Web, no matter your agency's size. It provides you with a distinct advantage over your competition and establishes you as a leader in your area of expertise.

Admittedly, time and money are considerations. Design, maintenance, and hosting services all cost money. Plus, you must commit to updating your content on a regular basis to maintain freshness.

The equation for every practitioner is different. For instance my agency, Barks Communications, made the decision early on to take up residence on the Internet. Even with that commitment, it took nine months to launch the Barkscomm.com site (located at http://www.barkscomm.com). A quality site demands lots of planning, time, and help from experts in the technical and design fields. However, there are many benefits to having an Internet presence. Among them:

Operating a Web site is a wise investment. How quickly you recoup your stake depends on your specialty and your rates. But a well designed and promoted Web presence attracts prospects who may not hear about you otherwise. One word of caution, however: Don't wait for business to come over the Internet transom - it may or may not arrive.

Your site positions you ahead of the competition. A professional and interactive look levels the playing field between small independents and large agencies. It allows your expertise to shine, and gives you an unfiltered platform from which to broadcast your PR philosophy, articles you have authored, publications, and more.

Even if you're no Will Shakespeare, you should let your creative juices flow. Present interactive features that keep visitors returning. You can even get into audio and video if you are so inclined. And don't forget freebies. You must give your visitors something of tangible value. Articles and fact sheets are among the potential free goodies. But here too, be creative.

It's a terrific marketing tool. Suggest that prospective clients visit your Internet domain for further insights into your firm's capabilities (and don't forget to put your Internet address on all marketing materials, such as letterhead, business cards and brochures).

Meanwhile, consider these steps when it comes time to move forward with stating a Web presence:

Content:

• Do it yourself. As a PR pro, this is one part you can and should handle. Tip: Ask friendly colleagues to proofread.
• Keep your copy succinct. Tip: Before posting any content to your site, preview it in your browser. You need to know how it will look when your visitors are viewing it online.
• Commit to updating on a regular and frequent basis. Tip: Don't be one of those sites with stale content. It is professionally embarrassing and visitors will not return.

• Portray a professional image. Tip: If design is part of your expertise, do it in-house; if not, farm it out.
• Ensure consistency of your Web design with your other marketing materials. Tip: If you already have a logo, use it on your Web site.
• Never use an "under construction" sign. Tip: This is a sure sign of an ill-planned site. Post content only when it is completely ready.

• Select a company to house your site on its server. Tip: For leads, check with business-to-business resources, such as Small Business Development Centers.
• Perform due diligence, as with any major purchase. Tip: Ask lots of questions. If you don't know what to ask, check with others who have gone before you.
• Talk to existing customers of your prospective host. Tip: They are easy to find. Most Web hosting services keep a client list on their Web sites. Pick up the phone and call a handful. An Internet site may make sense for you as an independent PR practitioner. Benefits - and new business opportunities - abound. However, remember that it will take hard work and commitment.

Edward J. Barks, President of Barks Communications, is an expert in media, presentation skills, and testimony training. The firm also operates Barkscomm.com, the Internet's Communications Training Resource, at http://www.barkscomm.com/.

Ed invites you to subscribe to his free e-zine, Personal Trainer, at http://www.barkscomm.com/. He can be reached at (540) 955-0600 or by e-mail.

© Barks Communications 2003