Professional business communicators cannot afford to neglect their Web presence. Consumers, investors and clients can now find information on the Internet without waiting for the traditional media or a PR person to tell them about it. A journalists' first port of call may be your Web site. As a growing company with a small or non-existent PR or media relations budget you need to pay extra attention to your online presence.

Each and every day small businesses make decisions that cost hundreds to thousands of dollars with the expectation of a significant Return on Investment (ROI), increased sales and a positive impact on the bottom line. Distributing just one news release can help a small business reach these goals. The value of even one mention in an article is immeasurable. It could make the company. So how does the company get that coverage?

One well written and targeted news release can capture the eye of a journalist who happens to be writing about that particular industry. The news release can pique the interest of a business or feature writer and once their interest is piqued they will likely visit your Web site. The 9th Annual Middleburg/Ross Survey of Media Professionals found that over 70% of working journalists list the company Web site as the first stop when researching a breaking story or a feature. If they go to your Web site and find very little compelling or current content, that opportunity has passed you by.

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