Errors while computing are frustrating. But are they a marketing opportunity?

Of course! For the PR practitioner, the 404 message is a relationship building tool. A 404 is an error page where visitors to your website end up if they try to navigate to a page that does not exist. If you keep the visitor calm and maybe get a laugh, you can turn frustration into fun, creating a positive view of your organization.

Some sites have completely random 404s, with Chuck Norris stealing the page or the page having been sucked into the void of outer space. Others stick to their brand identity, such as Hoppermagic using a hopper of sorts. One can even be used to prank friends!