How-Do’s man in Beijing, Tony Murray checks out the online presence of some of the region's PR consultancies and asks just how Flash are the region’s web spinners?
Priding themselves on media manipulation is de rigueur among the PR community, both within the region and beyond. Boasting of media contacts and coups is standard fare whenever two or three North West spin locums are gathered together, but so too, a few bevvies in, are muttered complaints of media indifference, incompetence or indiscretion.
So what happens then, with the one media vehicle that even the humblest press-release jockey can be confident of obligingly showcasing his/her work on behalf of their longest-term (if least discerning) client – themselves? I mean, of course, the humble consultancy website – first call for window shopping marketing types and, seemingly, the last item on any PR bod’s “to-do” list.
Let us go, you and I, on a brief “tourette” (like a tour but it involves more disbelieving swearing) of some of the sites in the online red light district where PR professionals disport themselves in the hope luring in an unwary punter with a few bob to spend…
Let’s take 'em alphabetically.
Brazen (www.brazenpr.com). Search Result (using google.co.uk): No 1 for “Brazen” Site Quote: “People say there’s nothing new under the sun. We say bollocks to that.”
Well, there may be something new under the sun, but there’s precious little new, fresh or innovative on Brazen’s site. For a consultancy that prides itself on its brash and irreverent approach to PR, there’s precious little evidence of it here.
“We will shout about your brand from the rooftops”, the manifesto page of the site promises. And this does, indeed, prove to be the Brazen agenda – however merely bellowing metaphorically: “Brazen Is great!” throughout the site may not woo that many clients. Some demonstration of strategic thinking, creativity or hints of an individual approach might add a little weight to its terraces’ style barracking of the competition.
The contact page of the site gives would be clients the option of contacting Brazen or jumping straight to the sites of Communique, Mason Williams or Staniforth. I wonder how many have embraced this latter option.
Cartmell (www.cartmell.co.uk ) Search Result (using google.co.uk): No 2 for “Cartmell” Site quote: “We can promise you we don’t offer re-packaged solutions with a fancy new name delivered by inexperienced individuals who promise a magic solution to serious issues.”
Whilst the above quote from its site could suggest that Cartmell is positioning itself as the anti-Brazen, the historical approach of the two companies has much in common. Founded by the legendary Brian Cartmell, the original Blackpool consultancy had an enviable reputation for garnering extensive media coverage with off the wall solutions and great contacts.
Sadly, this site doesn’t either reflect the true heritage of the company or suggest a dynamic present for it. The copy is pedestrian at best (“Things don’t happen by themselves; you have to make them happen.”) and boldly states, as though fresh, claims that any consultancy could blithely trot out.
The look of the site, too, is a little dated and overly static, although the photography is appealing. This dated feel isn’t helped by claims on the project page to have launched the Rubik’s Cube and the Cabbage Patch Dolls. It all leaves you feeling, as the song would have it: “What have you done for me (or, indeed, anyone) lately?”
Sarbutts/Communique
Communique (www.communiquepr.co.uk ) Search Result (using google.co.uk): No 2 for “Communique” Site quote: “We’ve banned boring PR at Communique. Probe, analyse - cut us open even, our life force is creativity and finding a different way to succeed. Without fresh ideas, new angles, vitality and a determination to stand out, PR gets boring. Campaigns get boring. Worse still, the media gets bored.”
A PR website from heaven would, arguably, fulfill four distinct roles:
1) Attract new clients 2) Act as a resource for existing clients 3) Act as a resource for journalists 4) Attract new staff.
Communique’s offering is probably the nearest of those on show to try to meet these aims. Prospective clients will be reassured by its existing client list, details of successful campaigns, international network associations and a chance to appraise key members of staff online.
Existing clients can use the site’s archive and press room facilities to interact with the consultancy and access previous press material.
Journalists can use the options to sign up for individual press release feeds and can also access archive material. Direct dial numbers are also available for contacts in the consultancy (this might be of more use to journalists if it was cross referenced to the client list though).
Prospective staff can also get a feel for the company’s philosophy and atmosphere from its “comm-pact” extended mission statement (“No bitching, backstabbing or undermining of colleagues!”). Again, there is also a “fun” questionnaire filled in by existing staff to give applicants a feel for the Communique crew. Sadly, this questionnaire also highlights just how many members of staff have left the consultancy since Burson Marsteller bought it!
Connectpoint PR (www.connectpointpr.co.uk ) Search Result (using google.co.uk): No 2 for “Connectpoint” Site Quote: “If your PR is hiding at the back, staring at its shoes, then we’re sorry but no-one is listening....The newsroom is no place for faint hearts and let’s face it, journalists love nothing more than to give a mouthful to some halfwit ringing them on their deadline to ask if they’ve received the press release sent last week.”
Fair play to Nigel Sarbutts, not only is he managing director of Communique, but according to this site he still finds time to head-up PR for his former employers, Connectpoint. Frankly, girls, you’re not reassuring your clients about your efficiency, reliability and eye for detail when you can’t update your site after such a major and public jumping of the ships incident!
This aside, the site reads like it was written by an experienced copywriter, rather than a PR person per se. Given that Connectpoint is an integrated offering, there is every likelihood that this is the case and it is all the better for it!
The site loads quickly and has the youthful focus and tone (“We’ve been put on Planet Marketing to make a difference, to make people respond – visit, call, register, even buy.”) that you’d really expect to find on Brazen’s site.
Unfortunately, you have to follow a link to the main Connectpoint page (and go through two more loading pages) to get (very scant) details of any of the company’s PR clients. Essentially, the site is a slightly better thought out version of Brazen’s, but still lacks the backend information to substantiate its claims and assertions.
Mason Williams (www.mason-williams.co.uk ) Search Result (using google.co.uk): No 1 for “Mason Williams” Site Quote: “Our 6 dedicated publicists always generate more coverage than any other agency and to date, have always delivered a minimum R.O.I of 10:1 based on equivalent Ad value.”
In sharp contrast to the ephemeral claims of other sites, Mason Williams is heavy on justifying its philosophy and the results of that philosophy. It describes its self generated approach as “DRPR” (presumably “direct response” but this is never spelt out!) and boasts: “traditional PR is like a lonely hearts ad without a box number whereas DRPR guarantees a first date”.
Some of its jargon inevitably calls to mind the jibe on the Cartmell site about not providing “re-packaged solutions with a fancy new name”; however where Mason Williams does score highly is in its Case Study section.
The consultancy’s well presented case histories display all of its strategic, creative, evaluation and effectiveness skills for clients such as My Little Pony and the Commonwealth Games in such a way as to lure any browsing prospects to a credentials presentation, whilst, at the same time, firmly establishing MW as a career move for any aspiring PR person.
If the MW site falls down anywhere, it is in majoring too much on jargon and giving the impression it may not be all that of a fun and vibrant place to work. This could be countered by profiling some of the consultancy’s “over 40 consultants operating out of offices in London, Manchester and Spain”.
Sadly, MW, like many of the consultancies on show here, don’t view featuring their key stuff as important. Arguably, this acts to forefront the process, the client list and the case studies; equally arguably it betrays an uncertainty as to the longevity of staff tenure and an unwillingness to build a profile for future potential rivals.
Mere PR (www.mere.co.uk ) Search Result (using google.co.uk): No 2 for “Mere” Site Quote: “Like any other piece of machinery, we know PR has to be results-driven and really make a difference. If it doesn’t, then what’s the point?”
Looking at Mere’s site is like looking back at Generation One of websites, when the company brochure, typography, photos and all, merely migrated online.
It’s a website for a company that doesn’t really see the value of having one and so, consequently, puts very little effort into its launch or development.
The site is navigable enough, but the one alteration to its online presence above its print brochure seems to be deleting the latter’s folio numbers. Even its on screen contact details on every page feature the company’s phone and fax no’s, but, bizarrely, not its email address.
Not so much Web 2.0 - more Web 0.2.
SKV
Spinoza Kennedy Vesey (www.skvpr.co.uk ) Search Result (using google.co.uk): No 1 for both “Spinoza Kennedy Vesey” and “SKV”
Site Quote: “Ethical, straight advice – wise counsel acting as the client’s eyes and ears.”
The SKV site, too, has something of the brochure feel to it – but mitigates this through more stylish web friendly photography and a constantly updated side-bar, featuring details of new developments for the consultancy and its clients.
It features both the staff profiles that enhance the Communique site and the case studies that are the Mason Williams site’s greatest asset. However, the staff profiles are less appealing than Communique’s and its case studies less enlightening than Mason Williams, possibly because the emphasis is more on the subsequent campaign and its results, rather than the creative and strategic thinking behind them.
Still full marks to SKV in at least one area – it’s the only one of those reviewed that comes up in google.co.uk’s top ten listing if you search for “Manchester public relations”.
Tony Murray will be reviewing other sectors’ sites over the coming weeks. Any suggestions for individual reviewing welcome – either good or woeful!
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