"So, I went to that company's site," the business reporter told me. "What do they do?"Ouch!
I was embarrassed by that question about my PR client and frustrated that I had little or no input on their site's content. All key pages on the niche BPO provider's site were dominated by slogans, vision statements, mission statements, graphics of world maps, etc., but no clear description of what specialized services they provided.
To put it in terms of science fiction movies, the reporter needed to see a web site that read like Star Wars, but her experience was more akin to watching 2001: A Space Odyssey.
I'm a fan of Stanley Kubrick's movies and Arthur C. Clarke's novels, but I thought the famous 1968 collaboration between the two suffered from serious gaps in story-telling. Kubrick meant to take a non-verbal approach to the movie, reaching the viewer at a visual or visceral level rather than through conventional narrative.
