It was 1967. Della Femina Travisano, Inc.had come close to winning several accounts, but still hadn't received itsfirst big break. The magazineprinted his story, and soon everyone was talking about the hot young agencythat had come so close to nabbing a big client. Public relations techniques are essential to the success of yourfirm. Your company's image is a primary asset.
Public relations is a necessary partof the marketing mix.
It's possible to run a whole PRcampaign with a pen, a fax machine, and a little brainpower. Jay Conrad Levinson, author of Guerrilla Marketing and theforthcoming Guerrilla Marketing On-Line, is a former creative director at amajor agency. Levinson thinks that many smaller companies can generategreat PR campaigns with in-house staff and a limited budget. Crafting a public relations strategy requires a lot of research. Youneed to decide which audience you wish to reach, and to perform a mediaanalysis, just as you would if you were constructing an ad campaign.