PR: Free Advertising ... If Done Right

Either way you go—with an agency or an attempt on your own—your packet must be unique, exciting and well-presented to get the attention of the recipient. Be sure you have an intriguing product at the core of the effort and the presentation of your product is professional and compelling.

If you get selected for inclusion in some media, chances are you may not know about it. In some cases you may get contacted for information, but in others you’ll just get exposure. So it’s important to communicate inside your company. Be sure your call center and Web site employees know what you’ve sent in your PR packets as potential features.