Over the last few weeks we have been scrutinizing some of the most powerful PR firms in the world. More specifically, their online presence and branding as evidenced by their corporate websites. So far, it has become imminently obvious that while virtually all these firms claim some expertise in reaching the digital community, very few have an exemplary web presence. Today I looked at perhaps the worst online presence so far. DKC, or Dan Klores’ PR Firm, is one of the most profitable firms in the world with something over $21 million in fees for 2007. Given their founders notoriety and skill, the site is something of an amazement and honestly embarrassing.
DKC was founded in 1991 by Dan Klores, most notable for his production Crazy Love back in 2007. As a writer, director and producer, Klores has distinguished himself, and his company DKC is obviously successful. His success in these fields however, detracts rather than adds to our assessment of his company’s online presence. Any PR professional, particularly one who has traversed media the way Klores has, should literally be ashamed to present such a “face” to the online community. The site is two dimensional, limited in scope, virtually devoid of any social or interactive element, and honestly the ugliest of the sites reviewed so far.
Now there's a cutting edge design
Claiming To Know And Showing
DKC claims to be “in the know” as far as blog and digital media, but as far as I can tell, there is no evidence of this on their site. Perhaps the only needed example of DKC’s ineptness in the digital realm, is one of the 3 or 4 newsletters their staff wrote back in November, 2008. In an excerpt from one by company president Sean Cassidy (ironically, conscientiously posted via his blackberry), the author illiterates further on DKC’s dedication to all things online media related.
Okay, there is a rich media presentation
“Blogs, digital technology, Blackberries, up-to-the-minute information dissemination systems, YouTube, Facebook and Twitter are essential to effective public relations. But, we also must remember that these innovations, not unlike big activation budgets, are tools—imperative and hugely useful tools, but still tools—that support superior marketing and public relations expertise.”
We obviously want to applaud DKC at least knowing that the Web is essential. However, if their site and its content are indicative of their expertise and commitment, we can only suggest to Klores; “Take this sucker down Dan!” The DKM example of Web engagement will go down as the “poster child” for exemplifying what NOT to put up as a billboard for corporate image. Here is a short list of what does not reside on the DKM site, where something probably should.
- An image of any kind
- A video of something
- A photo of an employee so we know we are not talking to lower primates
- A click able offsite link to a client
- Testimonials or case studies with rich media, and that do not look like they were coerced via torture
- A blog, and kind of blog
- Any indication that anyone in this company knows how to do more than type
- A clip from Crazy Love at least, or a YouTube video of a monkey on a football
As I said, this is the short list. We actually talked about starting a new award for companies and news that exemplify the lowest standards in the industry entitled; “the PR Sucks Award”, but thought better of it. So, all we can do to suggest DKC’s best next course is to award this, the PR Goofy Award for the worst possible branding effort on the Web by a PR firm. There are many other firms yet to be discerned, but somehow I feel we have struck rock bottom with our observations of DKC. I know they did something very well to have earned the trust of such high profile clients, but nothing they show via their site indicates such. I leave the reader with a final quote from the firm’s website. It is, well, stinky at least with regard to valuing web presence. If Online PR is what you need, look elsewhere is my suggestion.
“Digital media—from social networking sites to blogs to mobile technology—provides opportunities and presents challenges. DKC approaches these outlets with a sophisticated, differentiated message that is tailored to the recipient.”
About Phil Butler
