Some
have a dedicated Careers section outside of the About section, but most simply
merge the two since they fall under public relations, well outside the standard marketing
fare. In fact, for some larger, in-demand companies that always have job
openings (think Microsoft or GE), the Careers section can be a detailed, portal-like
environment for visitors to explore.
Press releases: This is where the public relations side of the About section comes
into full play. Press releases are pieces of news strictly generated by the company
for publicity purposes. They are submitted to news wire services, printed publications,
and industry websites, in the hopes an editor or beat writer will find something
interesting in the story and write an independent article about the
corporation??™s announcement. They are also reprinted on the originating website
for the reading enjoyment of interested persons.
WEB DESIGN AND MARKETING SOLUTIONS FOR BUSINESS WEBSITES
114
Figure 6-1. L.L. Bean broadcasts its philosophy of dedicated customer service prominently on its
website.
Investor relations: The weight given to the interests of investors is crisply divided:
you either care, or you don??™t.
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