7 Keys to Marketing Genius: Free Advertising?
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
What if I told you that you could receive free advertising that would be more effective than any you could possibly purchase, would you take it? Welcome to the world of public relations (PR) and publicity. PR/publicity is non-paid coverage by the media. Smart and/or thrifty organizations use the media to their advantage. The advantages of PR and publicity to send marketing messages is that it is free and that it is more credible with the recipients, since it is assumed to be provided by an objective source. The disadvantage is that there is little or no control over what is reported, and a negative or distorted marketing message can be reported.