The Financial Times has gone to great lengths to promote the redesign of its Web site, which debuted Nov. 11, PR Week reported Thursday. The newspaper's PR staff briefed journalists in the United Kingdom, United States and in Asia prior to the launch, and also requested embargoes when notifying employees of the planned changes.

This is part of a six-month-long rollout of new features on the site, which began earlier this year.

“You'll see that the new Web site is more consistent with the Financial Times brand, with the pink pages, and it's cleaner and more uncluttered,” said Tom Glover, deputy communications director, according to PR Week. “There's more of a focus on the quality of the content than the quantity of the content,” PR Week reported.

A new feature on the site is The Long Room, a discussion service for high-ranking financial professional members only.

The FT held a series of press briefings with journalists in New York and London before the Oct. 27 launch, said Emma Gilpin-Jacobs, global communications director at the newspaper. “Outreach to bloggers regarding the brand in general is also ongoing,” she added.

“The FT has made quite a concentrated effort to invite bloggers to our offices, so they can see how we're working internally and get an insight that is perhaps more open than in years before,” Glover said, according to PR Week. He said FT also recently set up a Twitter account to update readers on new content.