By Michael A. Layne Marketing in today's fiercely competitive business arena is far from simple.
Consumers expect a total value equation of price, selection, quality, and convenience.
Because of these circumstances, the role of public relations in a total marketing approach is growing at an unprecedented pace. Business executives and service professionals increasingly recognize the power of the public relations process. This power resides primarily in the authority of the third party endorsement implied in a news article or television interview. Beware, however, for great risk accompanies great power. Once you invite the media in, they are less easily shown the door, and you become subject to their procedures and standards.