They can select specific clients or industries that are relevant to their needs and can request e-mail notifications every time a matching release is posted. Each time they visit the site, the only content they see belongs to companies that match their selected criteria. By filtering the content, the site saves valuable time for its visitors. Moreover, reporters can change these preferences at any time, so if their beats change, the news they receive can change as well. Suddenly the Web site has become a valuable resource and helped establish an ongoing relationship.
Clients waiting for an example of a direct mail piece can simply log on and view portfolio examples.
Case studies are at their fingertips. Company history and executive bios are available to prospective clients around the world. Overnight mail can't compare to the speed and efficiency of a well-designed Web site. When prospects are on the phone asking about a firm's services, the Web allows the agency to walk its leads through impromptu presentations and increases its chances of landing clients. A PR professional leaves a new business presentation and hours later gets a call from the same company.