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Reporters Ketchum talked with were not particularly interested in writing about the Internet anymore — unless the reporter could unearth a new angle and back it up with examples. Making the case for a user-centric Web experience would require strong evidence to convince an analytical, data-oriented audience of IT decision-makers. Ketchum Research developed and conducted a survey of more than 300 heavy Internet users in the fields of IT, sales/marketing, purchasing and human resources. The proprietary research results revealed that users overwhelmingly expect Web sites to be user-friendly or they won’t return. Enterpulse and Ketchum called this end result the “Internet Death Penalty” and showcased the phrase in press materials and media outreach to attract maximum attention. If you want attention, you need to be provocative. But being provocative is only the first step. You also need to be proactive in spreading the results of the research. Ketchum helped Enterpulse CEO Michael Reene write a provocative white paper to alert companies to the fact that they should evaluate their Web presence from a user perspective, or else risk alienating customers.
The firm traded the white paper for e-mail addresses and required interested persons wishing to download a free copy to first input their contact information into an online form. Enterpulse hired Ketchum to conduct a 30-day media relations campaign. The news release was issued via Business Wire and Internet Wire. Ketchum also contacted national business media, the top 100 daily newspapers, and key trade media in the IT, banking and retail vertical markets. Reporters were provided with a link to the white paper for further information and also offered a detailed analysis of the survey results. Media interviews were conducted with Reene, who used real-world examples of Web sites relevant to the survey results to support the white paper’s premise. A bylined article (based on the news release) was written and placed in several IT-oriented publications. To date, 18 daily newspapers, 60 metro business journals, 20 industry/IT trade publications and four radio spots have featured Enterpulse’s findings. Coverage highlights include USA Today, Newsbytes, CNET, InfoWorld, 60-plus metro business weeklies around the country and Stores Magazine. The campaign appears to be spreading virally over time, with additional daily newspapers, Web sites and other outlets continuing to pick up the survey results from the original wire story and from publications that featured the story.
Article writing has been a great boost to my businesses, both online and offline. But if I would have listened to my own limitations or the limitations that others put on me, none of this would have ever happened. I didn’t finish the dissertation part of a Ph.D. I believed I could not write. While there may be some people who would say that is still true, I would like to think I somehow found a way to surprisingly blow those limitations out of the water. At some point in my graduate school career, I had an opportunity to look in my student file in my department. One of my favorite professors in my master’s program said in her referral letter that while I was bright and personable, that my writing abilities might present a challenge when it came time to write a dissertation. Boy was she ever correct! And I probably still could not write academically, for the most part because I find it tedious and boring. I found myself bored so often as a child that I promised myself I would not spend much time as an adult feeling bored.