Lack of accessibility to a corporate COO is common on corporate websites. Often, only professional stakeholders have methods of access to COOs, and even they have to go through a rather convoluted process.
Potash has implemented an innovative feature located on the rotator of their home page that links the viewer to a virtual meeting with the COO. At first, this feature invited questions from stakeholders (to be submitted in advance), but it now links to a replay of the webcast, including transcript, audio, and video.
This is an excellent strategy because the feature clearly highlights the invitation to submit questions on the home page. More importantly, however, it makes this opportunity available to all, not just professional stakeholders. This portrays Potash in a very approachable light, thus increasing the trust of the viewer.
