For many organizations today, the first, the most frequent, and in some cases the only brand touch point is the Web site. The Internet has redefined communication. Virtual relationships exist online. Brands are built and maintained with no human contact. It is a different world that requires a different brand of public relations.

Sweeney approaches Web development as though the site is the first-and-only chance to establish brand preference. Whether it is a simple brochure site, or a comprehensive e-commerce site, visitors must be engaged, and moved to action.