SmartMarketing: The Eight-Step Marketing Program: Part 3
In my last column, I took you through steps four and five of the Almond Tree Marketing Eight-Step Marketing Program and wrote about formulating a marketing plan, branding and creating marketing collateral that supports your business. In this section we'll discuss public relations, advertising and direct mail.
Step 6: Get the Word Out With PR
Public relations is all about using the news or business press to carry positive stories about your company or your services and cultivating good relationships with your local press representatives. It is opposite of advertising. In advertising, you pay to have your message placed in a newspaper or magazine, TV or radio spot. In PR, the article that features your company is not paid for. The reporter writes about your company as a result of information they received and researched. Let's look at some of the other ways in which public relations differs from advertising: