This proposal will address the need for rejuvenation of our company’s communication materials, namely, our website. The current website, launched in 2009, contains outdated content, a user panel that confuses site visitors, and as of yet has added relatively little value to the organization as a whole. It is also text heavy and contains images which do not relate directly to the goals of the company, nor do they foster the mission of the company. The company’s “key offering” is not clearly apparent to the site visitor with no prior knowledge of our organization and its products (Tice-Wallner, 2010: p. 1; Brand, 2009; Burson, 1987). Site visitors must comprehend our organization’s key offerings within the first few seconds of arriving at our web portal, and at the present time, this is not the case (Tice-Wallner, 2010: p. 1). The current site does not leverage the organization’s assets and gifts, and as a result, potential high profile, highly desirable web traffic from prospective customers remains down. More troubling is the fact that our site has developed a reputation amongst other public relations professionals and communication specialists of being disorganized, bewildering, and difficult, which spreads through the network of desirable customers and potential clients and affects our bottom line. The fact that peers view our website as unprofessional and ineffective reflects badly on our whole organization, namely, because it feeds two negative assumptions: first, that our company is technologically backward, and secondly, that our company does not respect the changed landscape the internet brings to public relations at large. (Johnston and Zawawi, 2009: p. 21). The importance of a website as a communications tool has long been understood (Hill and White, 2000: p. 32). A decade ago, public relations theorists recognized that “web sites are used to keep stakeholders up-to-date, provide information to the media, gather information about publics, strengthen corporate identity, and a host of other public relations functions. Most Fortune 500 companies use Web sites for external communication, focusing on promoting the company image and enhancing public relations rather than for direct sales or other revenue generating activities” (Hill and White, 2000: p. 32). However since that time the web has evolved to become the front line of public relations, and how a company looks online now significantly affects its appeal to potential clients, and hence its revenue generating capabilities. As Kent and Taylor (2003) state, “web sites, for better or worse, are the windows through which organizations are viewed” (p. 14). As public relations professionals it is our job to communicate the face of the organization to the world. Increasingly, the first line of intersection between the face of our company and the public occurs online. Public relations professionals must present a technologically sound face; failure to do so actually results in lost traffic, and the inadequacy of our current communication tools spreads virally through the network of peers and customers alike. Senior management has given us the mandate to rebuild and relaunch the website and has asked us to focu