With today's cost-constrained budgets, PR can be an important strategic component of a marketing mix. Extending beyond the press release, PR encompasses a wide range of communication and customer-engagement tactics. It can cost-effectively help build a brand, drive traffic, appeal to new customer segments, attract new investors, increase revenues, and accomplish other marketing objectives. To achieve this, a PR strategy must be more creative and be integrated into your total marketing plan.

In a connected, digital world, PR isn't just about the press release; it's about connecting with customers. PR is an integral part of a multichannel marketing program. At its best, PR is the communications, media-focused component of a broader marketing campaign. With well-thought-out goals, a good understanding of your target markets, enabling technology, and a cleaver, relevant hook, PR can be one of the most cost-effective tools for spreading the word.

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