When you visit a business on web, navigation and content on a web site are extremely important, for it is visual design which lends credibility and indicates professionalism and quality of business. Consumer Web Watch, publishers of Consumer Reports, found that "Design Look" (46.1 percent) and "Information Design/Structure" (28.5 percent) were top factors people used to determine credibility of business they were visiting online.

Having a quality product or service is terrific, but it is not enough if no one can see you, or if no one knows you are there. What better time to let world know that your business exists, than when your competition is hunkered down and not marketing? Professional design can improve your businesses image and communications, and it is good for economics. A good image offers increased, positive exposure and differentiation from competition. Improved communications assures your message reaches your audience, and is received. Economically, good design increases sales through increased acceptance and awareness of your products and services.

(c) Eileen Parzek, SOHO It Goes!

The PR Rainmaker knows: In most situations, it is better to think in terms of proposals, not releases.

Instead of releasing a general idea to media at-large, tailor your story to specific reporters at specific publications.

Forget headline: “Restaurant Opens Second Great Location.” Consider breaking your one large story into several smaller stories, then selling pieces to media one at a time.

Does your new restaurant offer a trendy new dish or an exotic cocktail? Call local morning show producers and offer to show viewers how to make it at home.

Installing a high-tech kitchen with a flash-cook oven unlike any other in town? Call restaurant-beat writer at local business journal and offer an exclusive look at how device will make your restaurant among most profitable in town.

Is your celebrity investor dropping in to check out your site? Take high-quality photos and send them to city’s gossip columnist. Better yet, call talk radio station and offer a live interview.

If nothing else, plan a stunt. Break a world record. Get outrageous.

But forget about mailing, faxing or e-mailing a press release.

Propose your stories one at a time. That’s how PR Rainmaker works.

Copyright 2003 by W.O. Cawley Jr.