An interesting article in the Miami Herald leads me to believe public relations' power to generate buzz could still be a benefit in a Web 2.0 world.?Ç Imagine combining your tagging strategy with a word-of-mouth tactic that starts people talking about you and your company.
According to the Herald, people often type in a generic domain name into their browser on the hunch it will produce a website.
Illustrating my notion, a public relations firm associates a message with a certain word or set of words, sets up a domain name, and waits for people to "direct navigate" to the website and message.
Overall, 70 percent of Internet surfers type a name in an address bar to reach a destination, according to WebSideStory, an Internet analytics firm in San Diego. That's up from 53 percent four years ago, although those numbers include visits to sites known to users. Most of the rest use search engines.
By using word-of-mouth and then creating multiple web sites -- covering every variation and misspelling of the word campaign -- public relations can direct people to stumble upon the message by direct navigation.
'People automatically assume that there must be a website for everything,''?Ç according to Malindi Davies, an analyst at Susquehanna Financial Group in New York.
A lot of these direct navigation sites promote porn and Google/Yahoo ads, but it might be a strategy that could pay off for a company seeking to generate buzz or attention for a unique message.
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