Publicity Getting coverage of your business in online and traditional media can drive huge amounts of traffic to your site. Studies at Harvard Business School prove that publicity can be 10 times more credible than advertising. That is because people still believe that a feature about your company in online or traditional media is an endorsement of your business by the media.
Publicity is one of the best and most cost-effective site marketing tools.
Without an enormous budget, it is nearly impossible to get advertising to bring you that kind of attention. But figuring out the news angle about your business requires skill and experience. In general, press releases are a colossal waste of time . Unless your lushly funded site has just opened a truly revolutionary business, or Bill Gates has become president of your company, the fact that your site exists is not news. Figuring out what is news requires specialized knowledge, skill and media contacts.