Amy has a really interesting point today (well, she has pretty interesting ideas most of the time anyway) on how she feels that any organization interfacing with the public should have a website to stake its position in the world and explain itself before the media has a change to do it for them. I concur. When your credibility is at stake, and the web is omnipresent (oh, didn't they tell you?) a first mover advantage exists for those who start speaking about their organizations before others get ahold of the conversation.

I believe that in order for people to make fully informed decisions, they should be able to consult original sources of information – directly, easily, and immediately. They shouldn't have to rely solely on the interpretations of various news outlets, not even temporarily. The Web makes such direct outreach possible, and it no longer presents unfeasible barriers of technology or cost. There is no excuse for any organization to NOT have a Web site, not for a minute – even if it's just a text-only page. And no, posting a press release via an online service does not suffice.

In fact, I believe the Web has evolved into such a key role in our society that even a temporary lack of a Web presence is likely to generate suspicion and confusion – especially among those opinion leaders (individuals in a community whose attitudes influence those of the citizenry at large) who are so ardently targeted by public relations campaigns.

Taking an extension from your post, I would like to add that the website really addresses lot of branding issues. For example, your website is your 'directly controlled' corporate branding. Its so close to your brand identity that its almost the first pillar post. Plus its the stack of chosen, right, imformation, right association, ideal brand speak and if done right, a really effective lead generation tool. All, for something like 2 cents! Imagine - its the first place your prospective customers hit, look up and decide to associate with or not. It gives you a credibility platform. Somehow, you may not read sales brochures but you believe the website. Its the ready reckoner. Websites today are survival necessities for the B2B marketers.