NEW COMPANY SPECIALIZES IN HELPING COMPANIES MANAGE CRISES, BUILD RELATIONSHIPS ONLINE

Communication Frontiers, a new PR company with a difference, has launched its business and its website http://www.communicationfrontiers.com/. What's unusual about this company is its exclusive focus on using the web as a means for organizations to get closer to their stakeholders, build relationships and manage issues and crises."The web is more than just another communication tool," says principal and founder, Beverlee Loat. "Through the web, an organization has the ability not only to communicate directly with customers, but also as a means to get their input and learn from them to improve services and for competitive advantage."However, just having a website will not accomplish that - it's how you use the site to facilitate your business strategies and marketing and communication objectives. The web offers the advantages of being able to interact with your stakeholders and create a dialogue based on trust and
responsiveness, all of which must be done within the confines and values of the Internet culture. Communication Frontiers offers the insight and strategies in how to do that."The web is also an excellent means for an organization to reach stakeholders in times of crisis or to avert a crisis. "If you don't move your issue to the web your customers may do it for you," says Loat. "There are many examples of companies caught off guard by consumers who were dissatisfied with the company response so they went to the web looking for information or an outlet to express frustration. We have seen where this has resulted in customers uniting and the company having to sort out and explain misinformation from a negative and reactive position."Loat cites grassroots organizations as good models of using advantages of the web. "I've seen websites of consumer groups and unions do a great job of getting information out, using the web to organize for action and marshal resources. ".The Communication Frontiers website
provides a comparison of traditional PR approaches to the advantages of online PR. Visitors to the site can also request a free assessment of whether an online communications strategy might be beneficial to their organization's issue or problem.-30-