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To Be or Not to Be: Online

The question has become almost rhetorical as most companies in Ukraine jump on the Internet bandwagon without considering the consequences - both positive and negative - of such an endeavor. Today, an organization might reasonably assume it needs to create its own Web site because everyone else has one! Unfortunately, the seductive dazzle of technology soon yields to the daunting reality of maintaining a high-quality Web site. Sites developed to buff a reputation can end up tarnishing it by disappointing users (clients and customers among them) who visit the cyber-venue and find stale corporate data, outdated contact information, and lifeless links. When they go online, users expect easy access to accurate and timely information presented in an appealing and convenient format. If an organization lacks the resources - financial and/or human - to design and particularly to maintain such a Web site, it may be prudent to scrap or delay the plans.

While organizations may be motivated to develop a Web site to appear as technologically savvy as competitors, any project that involves such a significant investment, managerial commitment, and public exposure requires a thorough cost/benefit analysis. The costs are sizable and ongoing, and the medium has some drawbacks, but, used wisely, the Internet can be a godsend to public relations professionals who view it as a tool with unique qualities that outweigh its expense.

Because it is interactive, the Internet fosters two-way communication, the Holy Grail of the PR industry. E-mail, newsgroups and fill-in forms posted on Web sites are just some of the ways to obtain valuable feedback from customers and other target audiences. User preferences can even be tracked by software that monitors links chosen from within a site.

Operating in real time has its downside, for Internet users have come to expect interactive contact with an organization. In today's environment, posting a corporate brochure as an online billboard cannot substitute for public contact. Clearly, this is an area that demands forethought in the planning stage since effective use of the technology presumes a commitment to real-time messaging.

The Internet exists to provide readily available information. The problem is the source of that information is often outside the control of the subject organization. While an establishment can determine the content of its own Web site, customers are apt to find related (and perhaps unfavorable) information in various on-line locations. Free speech thrives on the Internet, and irritated customers, disgruntled employees, aggressive competitors, and a host of other detractors have ample opportunity to express dissatisfaction. Organizations must monitor the net to smother issues before they catch fire. A popular "attack" or "rogue" site, a heated discussion in a chat room, or an angry electronic mailing can baselessly generate ill will. An organization must defend itself by being vigilant and prepared to disseminate a rebuttal or explanation.

Above all, the Internet is fast. Breaking news hits the net in real-time mode. Users rightfully expect to find the latest information within hours, even minutes, of an event. In the aftermath of its year 2000 crash, Swissair posted news updates on its site every 15 minutes and designated a chat room for victims' relatives, thus setting a precedent of an exemplary online crisis communication program. Contrast that time-sensitive, customer-focused application with the all-too-common experience of viewing a year-old press release under an "Our News" homepage banner. Regularly updating a site reinforces a sense of competence and professionalism; however, such timeliness requires dedicated resources.

Clearly messages are communicated most effectively when they springs from multiple sources. The Internet offers a range of multimedia tools: text, sound, video, animation and hypertext allowing a site designer to craft an appropriate presentation. However, innovative technology is best used judiciously in the Ukrainian marketplace since it often functions poorly on the antiquated transmission lines that serve many users in Ukraine. Effective communication is the key to a valuable Web site, but the newest software on the market does not necessarily provide it. Imagine the frustration of a customer forced to wait for a graphics-laden page to download when he only accessed the site for an address or phone number!

It is increasingly difficult to resist the Internet boom, but "getting wired" is harder than it may appear. Web site design and maintenance, creating online content, keeping in regular contact with constituents by e-mail, visiting and monitoring chat rooms and bulletin boards can involve committing resources that stretch or exceed the budget. In these instances, it is wise for an organization to invest in a modest site with a few well-implemented features that support its image and communicate its messages simply and clearly.

A final note: companies can fall victim to the allure of leading-edge programming features to the detriment of a message. Animation, flashing icons, and other "cool" features are great at the arcade, but in business world, they may interfere with effective communication between a site and its user. Customers, suppliers, distributors, investors, and the media will evaluate a site to determine if it is comfortable to use. The hallmarks of a user-friendly site are clear search and navigation options, readable text, and minimal scrolling requirements.

Whatever your Internet strategy, consider the Web another communication vehicle that needs to be integrated, along with traditional print and broadcast advertising, POS and publicity, into a complete marketing and promotion mix.