Using the media to raise awareness of a product or service is a marketing tool sometimes overlooked by many businesses.

Yet, a proactive public relations campaign is often extremely cost-effective compared to a print or online advertising programme.

Well-written news stories aimed at business-to-business or consumer media generally mean free coverage.

So, by choosing to add PR to the sales and marketing mix means you can make use of these free opportunities to communicate to existing and potential customers, targeting more publications than possible in a typical advertising schedule. What’s more, articles carried in editorial pages are usually perceived with more credibility than conventional advertisements.