Get the Message Out

A company’s Web site is a key element in the overall marketing effort and has obviously been growing in importance during the last decade. Alan Isaacson, president of public relations firm ABI, believes Web sites play a unique part in companies’ identities. “When people see something about a company, one of the first things they do today is visit its Web site,” he says. “When you create the interest [from any source], you need to have content ready to make it easier for them to reach out and get the information they are looking for.”