I had a real­ly amaz­ing dis­cus­sion with a client last week. It start­ed with the fact that the local paper is cut­ting back in a mil­lion ways and that to get out their mes­sage, even on great sto­ries is near­ly impos­si­ble… but how to get out the mes­sage in our cur­rent world, which is arguably post-news­pa­per.

Obvi­ous­ly we dis­cussed the web and he said they post press releas­es online con­stant­ly, but how do you become a web site that peo­ple want to go to, and then how do you make them want to see your mes­sage??

He told me a sto­ry about a real­ly excit­ing blog one expert start­ed on his own, and it was get­ting tons of hits, until the top peo­ple saw it and thought it pre­sent­ed the orga­ni­za­tion’s mes­sage ‘in too light of a man­ner’… and so they killed it.

This is the chal­lenge today— Pro­mote your orga­ni­za­tion well and have some­thing peo­ple want to see…but it has to start with the vision to be trust­ing, inter­est­ing, valu­able and dif­fer­ent.

Check out what these guys are doing… dif­fer­ent, fun, edu­ca­tion­al… bet they get lots of hits and I bet their orga­ni­za­tion’s rep­u­ta­tion as a cool place is grow­ing. The main site is here and this is a fun out-takes reel:

Your home­work Ms. PR Guru… would your orga­ni­za­tion run with an idea like this, or run from it?!
I have maybe 10% of my clients that do real­ly inter­est­ing things on the web with my pho­tos… but many just don’t have the abil­i­ty (Web site is cre­at­ed by IT and can’t be eas­i­ly updat­ed), or vision (don’t real­ize how many vis­i­tors cool, cur­rent pho­tos on the site). It’s basi­cal­ly free to do and I know over the next few years it’s going to be a huge growth area… and now with the media doing less cov­er­age of excit­ing things my clients do, we’ll be help­ing them get out the mes­sage online.

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