Chapter 7. How to Leverage Public Relations for Maximum Value
Before people can buy your product or use your service, they have to know it exists, and how to get to it. Even more importantly, they should feel that they are going with a winner, if there is a choice among products in the category. Proper use of public relations and publicity can provide this “winner” feeling far faster, and at much lower cost, than a big national advertising campaign—one that an entrepreneurial company may not be able to afford.
In the Internet world, the key driver to quickly gaining leadership in a new category is the creation of “buzz”—the feeling that you are ...
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