Chapter 17
Tooting Your Own Horn
In This Chapter
◆ The scope and nature of public relations
◆ PR as a lifestyle choice
◆ Do-It-Yourself PR strategies every small business owner can use
◆ Public relation’s role as damage control
Your biggest competitor, Joe Jones, is smiling out from the newspaper’s front page this morning. Another colleague is on the news, pontificating on the five best ways your customers could save money and enjoy greater personal joy. A third is a guest blogging on the most popular blog on the web. And here you are, wondering how they all did it.
It boils down to two simple words: public relations. The media doesn’t wake up one morning and say, “Hey, today I’m going to go interview Joe Jones because I picked his name at random ...

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