PR Firms’ Websites: Are They Webby Award Worthy?

I would image a person who works in one of the most prominent public relations firms would advise their client on the importance of a website. It is no secret that the World Wide Web is here to stay; and anyone who has not jumped on its bandwagon will soon be left in the dust. The real question is whether the PR field is practicing what it preaches? Are the world’s top public relations firms designing innovative websites that attract potential clients and employees? Using the guidelines supplied by The Webby Awards (its logo can be seen left) I analyzed a powerful public relations firm’s website in order to uncover its effectiveness. “The Webby Awards is the leading international award honoring excellence on the Internet,” and they judge a website based on its proficiency in six categories; content, structure and navigation, visual design, functionality, interactivity, and overall experience. My findings varied from less than mediocre to exceptional, but overall my impression was positive.

The firm whose website was under my microscope was Weber Shandwick Worldwide; its logo and motto is shown at the right. According to Odwyerpr.com, “Weber Shandwick is one of the world’s leading global public relations firms” and its clientele includes American Airlines, The Coca-Cola Company, Microsoft, the U.S. Army, and many more. With such a successful list of clients, Weber Shandwick should have an amazing website that anyone can navigate and enjoy. After spending a while searching the site, I found the aesthetics to be displeasing. The Webby Awards believe the design of the website should communicate “a visual experience... may even take your breath away.” The Weber Shandwick website does not take my breath away. The color scheme is appealing to the eye, but the layout of the page itself does not make sense or good use of the available space. At the homepage, all of the text is flush to the left, and there is a vast white blank spot at the right. The font size is smaller and harder to read, and there is another awkward blank spot in the middle of the page. An image would fit in the spot which is surrounded by news stories on the left and a mission statement on right. After I examined the homepage, I continued to explore. The colors and the pictures changed, but they did nothing to enhance the content of the website. In public relations, everything needs to be catered towards capturing the audience, and I feel this website does not do that.

Despite lacking visual appeal, the website does offer an immense amount of fascinating information and resources. The content is plentiful within the site, and it is easy to navigate. The Webby Awards feel “good navigation gets you where you want to go quickly and offer easy access to the breadth and depth of the site’s content.” All of the information is grouped into seven different categories ranging from "about us" to "contact" and then the information is broken down within each category. What makes this website superb is that it continues to promote the company. At the bottom of the page, Weber Shandwick lists its recent awards. By doing so, the firm is constantly reminding the viewer that they are the best; and that is good public relations for them. One problem I have with the site, though, is that I was unable to find a list of the firm's client prestigious clients. Acknowledging its clients would be another smart public relations move for the company. Although the website does lack this list, the rest of the information creates an enjoyable experience that is stress free to navigate.

The last category the Webby Awards focus on is overall experience. Overall experience “includes the intangibles that make one stay or leave.” Weber Shandwick’s website has many of these “intangibles,” one of them being the reputation Rx link. Reputation Rx "provide[s] you with the laest news, information, insights, and resources on the care and repair of reputations." This link adds to Weber Shandwick’s site, but it extends beyond the facts of the company and allows the onlooker to receive a closer look into the field of public relations. It is the detailed addition of useful information that makes the Weber Shandwick website beneficial and Webby Award worthy in some aspects. The website is not perfect, but in the end, it is impressive.