_Jennifer Evans is President of “Sequentia Communications”:http://www.sequentia.net, a Toronto-based marketing and public relations firm that specializes in helping companies acquire and retain customers through community building._
*One Degree:* “Have blogs changed the role of PR professionals in the last few years, and if so, how?”
*Jennifer Evans:* The world of PR is changing drastically. It used to be that you needed to use media as an outlet to reach the public, so media relations was one of the primary tenets of a public relations strategy. However, the Internet has completely changed all that – first of all by making it not only possible but economically feasible and efficient to reach the public without an intermediary. Secondly, it’s introduced a new layer of voices and ‘content creators’ that PR strategists need to factor into their planning: the blogger.
Category: Ken Schafer
Last week we did a “one week update”:http://www.onedegree.ca/2006/02/15/one-week-with-gordon-and-frank-so-much-to-learn on our little “gordonandfrank.ca”:http://www.gordonandfrank.ca/ experiment.
Here’s what we see after two weeks:
* 21,026 pages served (a bit less than half of One Degree traffic).
* 4,032 people clicked through to the real Bell site.
* 2,001 people got here by searching on phrases using Bell, Beavers, Frank, or Gordon.
* “Bell Beavers” is the most common search term. 683 people got to One Degree using that phrase!
* 89 people got here because of Norm MacDonald. They’re still angry about this.
* 46 people have taken the time to post “often gushing”:http://www.onedegree.ca/2006/02/21/do-real-people-know-about-agencies comments about the mascots.
Low-contrast colour palettes may be fashionable, but they won’t do you much good if your designers love them while your customers can’t read them. Ken Schafer shows us examples of what to do and what not to do – yes Apple, we’re talked to you!
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