Public relations can be a powerful and inexpensive marketing tool for small business.
In fact, PR executives often say that the same space used for a paid advertisement would be worth three times as much if dedicated to an article or write-up on a product because of the perceived objectivity and newsworthiness when written by a reporter. Combine that with the interactivity of the Internet and electronic mail, and public relations can become an immediate tool as well if used correctly. Here are seven dos and don'ts when using the Internet and email as part of your marketing program. Do call off deadline. When contacting a reporter by telephone, call earlier in the day.