PR via Web (case study) For a large company with many brands, it is certainly more difficult to coordinate wide varieties of content when you have to juggle multiple brands, geographic variation, languages, and other considerations common to large companies. But with a large, widely dispersed organisation, putting it all together on a corporate site might be even more important because showing a unified personality reaps benefits. The key is collaboration between the different business units, the corporate offices, and the departments, says Sarah E Garnsey, head and marketing and Web communication at Textron Inc, a global company with yearly revenues of $12.1 billion and more than 32,000 employees in some 30 countries, which is recognised for powerful brands of aircraft, defense and industrial products that provide customers with ground breaking technologies, innovative solutions and services. The company has a well-organised online media room and, because its stock is traded on the New York Stock exchange, there is also an Investor Relations section on the site. We work with the businesses to showcase interesting things, and we try to have fresh content on the site and update it with new weekly stories, Garnsey said. With a large site, rigor of process is required that many companies might underestimate. It takes coordination and management. For example, I cant make the content in the recruiting section of the site compelling unless I get the complete cooperation of the human resources department, she said, citing a small team that works with her to coordinate with the people who manage division and product-company Websites.
Posted on: Tue, 20 Jan 2015 02:45:28 +0000
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