Web Relations

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Objectives

Our objective is to create proactive Web Relations to increase traffic from targeted groups or individuals to:

• Generate activity appropriate to the site's objectives
• Send automated response to unqualified tire-kickers
• Negotiate cross links to key "other" sites
• Garner mentions in traditional press
• Maintain constant vigilance and pressure

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Methods

1. Submit to broad-band search engines and directories

2. Web research and strategic "contact planning" to:

   identify,
   initiate an on-line conversation with, and
   maintain productive contact with the following sites:

   • product category user groups
   • enthusiast & amateur "directory - resource" sites
   • company & specific product user groups

   • direct competitors
   • indirect competitors

   • vendor/suppliers
   • ancillary/companion firms
   • all upstream & downstream "fishbones" entities

   • customers
   • prospects
   • past customers

   • publishers, editors, staff / freelance writers for:
     • on-line trade publications
     • trade associations
     • trade show & convention
     • annual conventions

   • financial & investment

   • governmental/legislative related
     • city
     • county
     • state
     • federal
     • judicial

   • military related

   • network/nonprofit organization

   • educational sites (early brand contact opportunities)

3. Integrated with traditional public relations activities

   trade publication press relations	(magazines, newsletters)
   local general news press relations	(newspaper, radio, tv)
   association press relations	(trade organization)
   governmental entity relations	(c/c/s/f regulatory orgs)