Public relations ("PR") is not a black art. It is as essential for small businesses as it is for large corporations. Let's face it - it's hard to sell your product or service if the market you are targeting has never heard of you.
Of course, you can blanket your target market with expensive advertising in magazines, the radio, television or newspapers. But did you know you can accomplish much the same thing through effective PR programs? In many ways, PR is "free" advertising and often much more effective than expensive alternatives.
Public relations takes many forms. It can be a press release that takes on a life of its own on the Internet, placing an article about your company in a widely read publication, having a published interview, winning an industry award, or briefing industry analysts. These activities spread your message in an effective, credible fashion.
Online press releases and articles contain embedded links back to your Website. Since these get picked up by other Websites, newsletters and blogs, interested readers often follow the embedded links to your Website. This increases your Website traffic. Also, having incoming links from other Internet entities drives up your organic search engine ranking. It's a win-win situation!