Using the Web to Get Traditional Publicity

April 2009
by Reid Goldsborough

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Using the Web to Get Traditional Publicity

by Reid Goldsborough

For many people, the Web is all about hits, unique visitors, and links. Approached this way, the Internet becomes a more or less closed system where you primarily get the attention of others on the Web.

Despite the competition from the Web and other new media, such old-media outlets as newspapers and magazines remain hugely influential in disseminating news and molding opinion. If you set up a Web site to promote your organization, or anything else, it pays to make your site friendly to new-media and old-media visitors alike.

But according to the latest study by usability expert Jakob Nielsen (, most Web sites fail to give journalists easy access to information and contacts so they can perform their jobs in a timely way.

Bad Moves

Among the mistakes that sites make:

Using generic, buzzword-filled mission statements that don’t differentiate the company from other companies in its field.

Burying press contacts under several layers of links and not clearly labeling those links, making it more difficult for journalists to find the information they need to arra…IBPA Members – Click here to view the full article (login required).

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