The importance of considering web design and search engine optimisation when rebranding has been highlighted by the managing director of a PR company.

Alistair Turner, of Aspectus PR, says that his company's old name brought up too many similar sounding organisations on search engines, which was a problem because "getting your online presence is absolutely essential and search results are a key part of that".

Many rebrandings involve a name change, and in today's world it's vital to make sure it has an available web domain, memorable enough to be typed into a search engine.

Once that's done, web design should be thought about, and the site should not go online you're happy with it, because if you're not, then no-one else will be.

"Of course, once you have everything in place – your name, your site, your look and feel, your messages, and your products and services – you realise that it's just the start," says Mr Turner.

"Not only do you need to live up to the new company you have created – you need to tell everyone about it.

"That's when you call a PR agency!"

But there may be an argument that the internet is slowly making PR agencies redundant - many people and companies in various spheres have been able to use the internet to create interest without using PR.

So will PR companies be wiped out by the internet, or do they, like all other businesses, simply have to evolve?

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