For small businesses with limited marketing budgets, conducting public-relations campaigns is a cost-efficient and often effective way to find new customers and boost a quality reputation. But few entrepreneurs know how to approach the press, what kinds of things to highlight about their businesses when they do, and whether they need to hire a PR firm.

Georgette Pascale, president of Pascale Communications in Pittsburgh, went over some tricks of the trade recently with BusinessWeek's columnist Karen E. Klein. Read some edited excerpts of their conversation.

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