The case for website client lists and press contacts

First off, a note of realism: maintaining websites is a schlep, and just never the most urgent thing to do. It would be hypocritical of me to say anything else. And, as such, this column does come with a sort of ideal world asterisk.

And yet, and yet. There are multiple times per year when I’m struggling to find a press contact for certain travel companies, hotels, etc — and/or when I’m not sure if it’s the same PR firm whose last release about said firm that I have saved dates a few years back, plus it’s a Sunday so I can’t ring them to check.

In such instances, praise be for the travel company, hotel, etc which has a press-specific email address or contact outlined on its website. And, equally, praise be for the PR agency which has a list of its current clients online (and treble points if each one comes with a contact).

Far less helpful is a list of clients past and present, or some examples of great work. Far less helpful for me, that is — in terms of gaining new business, this presumably works very well. When it comes to moi, however, if I can’t tell if the client is still a client, or can’t find the name of a current client, that might well prove the difference — simply because gaining good images is so vital — between that client getting precious coverage or not.

Consequently, I’d urge each and every PR agency, one-person band or travel firm of any distinction to have (and maintain) a list of their current clients and/or press contact online — just in case.

If only this was the most urgent thing to do, eh?