When Google announced they were changing their name to Alphabet, the internet was all a buzz about whether it was just a plot turn in “Silicon Valley” or if it were really true.
The founders, of course, were dead serious and have a securities filing as proof. But what was more interesting is the conversation it sparked about their URL: abc.xyz. Why not abc.com or alphabet.com?
As it turns out, a “not-com” is trendy, it’s more descriptive, it’s meaningful, it’s available…and Google is leading the way (plus, it’s much easier to remember and more fun to describe the search giant’s new holding company).
But let’s back up, shall we?
Even though public relations can be one of the most cost-efficient functions of marketing, it’s still a huge investment in your brand. Throughout my career, I’ve talked to a lot of business owners and entrepreneurs who were hungry for media attention, but hadn’t prepared for the onslaught of business that can follow a fruitful public relations campaign.
These days, pretty much every business needs to have an online presence in order to run a successful PR program. For most companies, that means having a website and a strong presence on a minimum of one social network (you can always build up more when you have more bandwidth).
If you’re a small business owner or entrepreneur, before you hire a public relations agency or internal public relations staff, do an online audit of your brand. Most PR professionals will want to conduct their own, but because you know your brand better than anyone you’ll save yourself a lot of money (and your PR team a lot of time) if you check off some of the basics before you get started.
Thoughts on new and traditional media, current events, life in Chicago and the occasional small Chihuahua photo.