Ronnie Simpson's Blog

I am indebted to The Market, published by Enterprise Ireland, who used an article of mine some time ago on “How to Bullet Proof Your International PR”. I have now updated the copy into a series of blog tips, the first part of which is published below.
 1.         Put a tracker on your web site
Our client StatCounter provides a free service that allows you to measure traffic to your web site. This allows you to monitor the number of hits to your site; the geographical location of visitors; the various pages a visitor views; keywords used to find the site plus other features.
 

While many companies are talking about the importance of digital and online marketing, it is staggering how many companies do not even adopt this simple measure. Research conducted by StatCounter found that almost half, or 49% of the Top 150 UK PR companies, do not have an online web tracker. In Ireland StatCounter found that 66% of PRCA, Ireland members do not measure web site traffic through an online tracker.

So next time a PR firm tries to sell you their expertise in online marketing ask them a simple question. Do you have a website tracker on your site?
 

2.         Don’t spend a cent on PR until your web site stands up to           international scrutiny
 

Your web site is today’s corporate brochure, video and annual report rolled into one.  The web site is your first (and perhaps only) chance to punch more than your weight.  In today’s world it can make you look as good or better than your big name international competitors.
 

But you better make sure it doesn’t look jaded eg the last press release you  posted up there was in 2002.  You are starting from a base of low awareness.  If media, potential customers, partners or investors hear of you they are likely to check you out first through your web site and you probably won’t even know about the opportunities you missed if it is not up to scratch.  If it doesn’t impress then forget about international PR and marketing.  Today people judge companies by their web site.
 

Martin Casey of Internet communications company, Arekibo comments, “The biggest mistake Irish companies make when it comes to web is a
lack of planning and consideration of what they want to achieve. It’s not acceptable to hand the development of a new web site over to an Internet services company if you are not willing to commit time and resources. Crucially this must include management time because the web site reflects core corporate strategy and positioning.”
 

I agree with Martin. You cannot discuss web site content without an in depth overview and understanding of “Who are we and what are we trying to sell?” All companies know this? I think not.
 

Indeed, a survey of senior global technology executives, to be published soon by Eurocom Worldwide, finds that one response to the current global downturn is to review what market they are actually in.
 

But if you do get your web site sorted the rewards are colossal.  International software veteran, Jim Maher (currently CEO of Dale Carnegie in Ireland) comments, “When you get your web site right, the first meeting with an international prospect can be a revelation – almost like a closing sale because they have already checked you out and perhaps trialled your software from the site.”
 

Further tips on international PR are contained in my next two blogs where we will look at the rise of the humble press release because of Search Engine Optimisation; what is the best option in terms of selecting an international  PR agency - and what to do if you can’t afford one.
 

Ronnie Simpson is founder of Simpson Financial & Technology PR.
The company is the Irish partner of Eurocom Worldwide - the Global PR Network which has offices in 60 cities.