| Take a journey through PR or public relations listings | | | | consultant to help you develop pitches and story |
| on the internet and you will come across loads of links, | | | | angles, or hire a Public Relations firm to launch a |
| including articles about and references to "free PR" or | | | | full-scale campaign, you are either going to be spending |
| "free publicity." It sounds great. Who wouldn't want free | | | | time or money, generally both, in order to land media |
| PR? But if you keep reading you'll find that 99.9% of | | | | coverage. |
| the time, these are companies that are selling you | | | | The bottom line is PR shouldn't be free, not if it's done |
| ways to get free PR. So, is it still free after you've paid | | | | correctly. Just as advertising, direct marketing, or online |
| for it? As with anything else in life, if it sounds too good | | | | marketing costs, so does effective PR. And if you are |
| to be true... | | | | going to launch an effective public relations campaign, |
| Sure there are times when media coverage comes at | | | | do it right. Either hire a PR firm, or find a consultant to |
| no cost, but those are the times that the press seeks | | | | walk you through the process. Learn how to develop |
| you out. A writer or editor came across your | | | | story ideas, write press releases, develop targeted |
| company or your site, thought it was perfect for a | | | | media lists, make media follow-up calls, utilize your |
| story he or she is working on and suddenly out of the | | | | press to garner more media coverage, etc. PR is a |
| blue, you get a call and the next thing you know, you're | | | | skill. Done well, Public Relations is the only form of |
| in the media. That is a case of having the right | | | | marketing that can reach your target market, establish |
| business and being at the right place at the right time; | | | | you as an expert in your field and offer you the |
| all the stars aligned and lady luck smiled on you. | | | | credibility and validation of being the news. It is the best |
| But, if you're actively looking to garner media coverage | | | | branding tool available. It is generally less expensive |
| (which if you are a savvy entrepreneur or business | | | | than advertising and offers more credibility. But, as with |
| owner you should be) PR is not free. Whether you | | | | anything else in life, when it comes to PR, you get |
| write a release and pitch the media yourself, hire a | | | | what you pay for. |