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Web Usability Guru Jakob Nielsen Goes "On the Record...Online" About the Impact of Online Communications on Corporate Reputations
5 April 2006 In the latest episode of "On the Record...Online," thepodcast that explores how new media is changing the way organizationscommunicate, and the way people consume media and information, Jakob Nielsen, Ph.D., who The New YorkTimes calls "the guru of Web page usability" explains why an incompleteInternet press room can be a stain on corporate reputation.
According to Nielsen, a principal at the Nielsen Norman Group and the author ofthe best-selling book "Designing Web Usability," which has soldmore than a quarter of a million copies in 21 languages, there is a directrelationship between the level of commitment an organization demonstratestoward anticipating and satisfying the public and the news media's appetitefor information on their website, and the perceptions people have towardtheir brands, products and services.
Responding to a question on whether it is important for a corporation tohave an Internet pressroom, Nielsen says, "I would definitely say yes andactually for more reasons than you just might think. Certainly the firstand most obvious reason is for PR... but there is also a second reasonwhich is in this kind of modern world the web is its own medium as well andyou have a lot of additional types of users who are going to go and checkout your news."
"On the Record...Online" is intended to help public relations and marketingprofessionals make better use of the Internet for media relations andpublic disclosure. Through in-depth, one-on-one interviews withjournalists and subject-matter experts, the podcast seeks to foster agreater appreciation and awareness among business professionals about theimportance of improving online public relations and interactive marketingpractices.
Highlighted Links On the Record...Online
iPressroom Corporation
"If you work in PR, you need to listen to this podcast," said Lesa SniderKing, who as The New York Times technology columnist David Pogue's personalassistant is frequently unable to find what she needs on corporate Internetpressrooms. "It's a joy to work with companies who provide pertinentinformation in their Internet pressrooms. Instead of trying to get photosout of a PR contact and having them fill up my inbox, I can go in andchoose the photos we want. Here, as in so many other areas, 'pull' worksbetter than 'push.'"
And even though blogs have given rise to a veritable revolution in personalpublishing, Nielsen also explains why the press release is here to stay."One thing we've found in our user studies, and we've done studies not justwith journalists, as I mentioned, but also with financial analysts, andcertainly many many studies just with customers, and we know that theyactually want to know the company's perspective. Where does the companythink its going?" says Nielsen. "The company's own angle is something thatpeople are looking for, whether it's journalists, whether it's investors,or whether it's customers they all want this information, and the pressroomis where to go and get it."
The podcast, which is available for immediate download, runs about 25minutes, and also includes a discussion of how search engine optimizationcolors perception, accommodating a global audience through Internetpressrooms, how best to integrate your pressroom into your website, andmore.
"On the Record...Online,"which is rapidly approaching 100,000 downloads, is hosted by iPressroomfounder and chairman Eric Schwartzman, formerly director of promotions atRogers & Cowan. Past guests on Schwartzman's podcast include Ken Auletta of The New Yorker, Walt Mossberg of The Wall Street Journal and David Pogue of the New York Times.
Schwartzman is also scheduled to present on professional podcasting panelsessions at ad:tech San Francisco on April 27, the Syndicate Conference in NewYork on May 17 and the Public Relations Society of America Tech Conference on June 27 in NewYork.
"On the Record...Online"is sponsored by iPressroom, whichprovides a hosted solution for online public relations and interactivemarketing. iPressroom allows nontechnical personnel to conduct web contentmanagement, search engine optimization, permission-based email marketing,video on demand, RSS news feeds, blogs, podcast and more autonomouslythrough one integrated, easy-to-use, web-based dashboard.
Media Contact:Jennifer DekeliPressroom Corporation(310) 446-8310 ext. 143
SOURCE: iPressroom Corporation
Source: marketwire
All trademarks and copyrighted information contained herein are the property of their respective owners.
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