OJR: Michael Jackson, Martha Stewart Take Cases Straight to the Net

Martha Stewart

Michael Jackson

Since PR is an integral part of effective marketing, marketers need to take note of the issues broached in this article. It shows how embattled celebrities turn successfully to the web to get their unvarnished stories out to supporters (and, perhaps juries).

Too often company websites are just brochure-ware with a few press releases attached. Marketers should make better use of the web's power to reach and sway customers by using more upfront PR intelligence in their web decisions and constructions. The industry needs to realize that all business is show business. People, even engineers and Harvard MBAs, are always impressed and effected by good presentation, dialogue and visuals. PR, especially when properly exercised on the web, is one of the most cost-effective ways to make sure that your "audience" sees things your way.