So web-pages with beautiful images and very groovy java-applets could destroy your chances to get contact with potential customers. And if graphics looks a little “messy” visitor get confused with purpose of your site and misses point with why you got them to visit you in first place.

The best solution would be to use a minimum of graphics that makes page load fast, and if you can make graphics emphasize content of a well written, contact creating letter you have THE sales letter.

To make your visitors interact with your site is another important difference to traditional marketing. Guest books, e-mails, order of information-letters, free samples, can be done with click of a mouse and invites to spontaneous reactions from your visitor.

Compare enormous progress to marketing that fax machine meant to sales rep. The speed of communication with clients increased enormously and whole process of marketing became more efficient at a low cost.

With internet and its possibilities of electronic, almost free transfer of information to anywhere in world, “business-world” has taken another step in interactive communication and has given more speed to sales process

So now we can interact and create a relation to our clients in a very short time, if we do it right way.

Our CEOs almost always want us to modify somebody's behavior, but too often we focus almost exclusively on communications tactics we HOPE will reach target audience. Now, we must actively track how well our tactics are altering perception of our target audience, then monitor degree to which audience behaviors have moved in our direction.

Thus, secret to powering up public relations in years ahead will lie not in selecting tactics or strategies, but in monitoring how well employer/client's key audience behaviors track behavior modification goals set at beginning of program.

end

Bob Kelly, public relations counselor, was director of public relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.; VP-Public Relations, Olin Corp.; VP-Public Relations, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com Speaking: http://www.ExpertsWhoSpeak.org/kelly.html