PR: Free Advertising ... If Done Right

In this way, they’ll be prepared to take calls or e-mails from people who’ve seen the PR exposure. Also, have a special section on your Web site for the information, and feature those products you know to be candidates for coverage in other media channels.

Remember, it’ll likely take several attempts (the same packet or different packets) before your timing is just right and you get noticed. Send press packets on a regular basis—weekly, monthly or bi-monthly. Be persistent.