PN Digital Group

Competitive Website Review

PN Digital Group

Sites Reviewed

The following competitor sites werereviewed to provide a benchmark forporternovelli.com and subsequentbasis of set of recommendations forPN’s site re-design:

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Edelman

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Hill & Knowlton

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Burson-Marsteller

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Ketchum

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Ogilvy PR

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Weber Shandwick

What We Looked At

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Site proposition

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Positioning - primary audience(s)

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Tonality

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Look & feel

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Branding

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Copy & typography

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Layout & visual language

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Key content categories

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Data capture/lead generation

PN Digital Group

Summary of Findings

This review assesses how effectiveeach company has been increating a site that serves as amarketing platform.Sites are a tool for buildingrelationships, generating leads,and communicating a company’sproposition.Effective content helps positionand differentiate the company asthought-leader and expert in itsfield. At a minimum, sites should bevisually on-brand and consistentacross country sites (where theseexist.)Those sites that performed welldemonstrated strength in all thesedimensions.Clear leaders are Edelman andKetchum. They assert theirexpertise with lots of fresh, in-depth expert content, white papersand speeches, as well aspromotion of their agency awards.They also allow much of thecontent to be downloaded, andoffer multimedia content such aspodcasts, webcasts and video.The absence of any blog onKetchum, however, is a glaringomission.Data capture and lead-generationwere generally poorlyimplemented across all sites. OnlyOgilvy PR seemed ready to takeadvantage of these types ofopportunities.Overall Porter Novelli performspoorly relative to its competitors inthis set. The site falls down on itslack of thought-leadership contentwhich is sparse and hard to find.There is no blog content, and nomultimedia content, and littleattempt to engage and build arelationship with the visitor in anyway.Data capture could also beimproved although Porter Novelli isbetter at this than some of itscompetitors.