Why Make It Hard on Yourself? Put Your Message Where People Can See It
The other day an organization I do pro-bono work for asked me to write a press release for an event they were hosting at one of their member companies' facility. Fine, no sweat I thought, all I needed were details on the event and the local company hosting the event.
While the event details were given to me quickly, all I got about the host was their name and a suggestion to "Google them" for more info. I did so, and lo and behold, the company website was first up in the results. Kudos to Company X.
Visiting the website, I was impressed with its professional design, use of photos and a wee bit o'flash animation to keep things interesting. Sure enough, the homepage was chock-full of impressive text: global locations of the company offices, names of its tech-oriented products, and verbiage about how great the products were. But something was missing...nowhere to be found was an actual description of what the products actually helped clients to do, nor was there any mention of, well, what Company X actually did.
No problem, there's a news page, I said to myself as a proud PR professional gleefully clicked on the news link. Press releases! Fabulous, very proud of this company...well...wait. The press releases talked about how great the products were, and announced that they were available, and had technical specifications, but they didn't say what the products actually did. Buzzing down several releases on the page, I furiously searched for "About Company X" boilerplate info, but none was had. Hmm...
Back up on the main menu, there was an "About Us" link, thank goodness! I figured I'll just click there, and read all about...the company's global locations. Not one bit of information about what the company actually does for a living.Continued on the next page