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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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73. Public Relations

Bill Gates once said, “If I had only a dollar, I would spend it on public relations.” Public Relations (PR) is an effective and inexpensive means of communicating and building credibility for your business, and it should be a part of every marketing plan. As both a distribution channel and a rich source of information, the Internet has changed the way we communicate and market products, people, and companies. It has been the driving force behind the significant transformation of the PR industry. Once an industry based on “who you know,” the process for PR was fairly formulistic. Now it is more complex in some ways (the number of online distribution sources and need for SEO-enabled releases), and in other ways, it has become ...

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