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Advertising is your business activity that attempts to influence the buying behavior of your customers or clients by providing a persuasive selling message about your products and/or services.
Advertising as a paid media of promotion is only one way of promoting your business. As such, you will want to be sure that the form of advertising you choose will fit in well with your marketing plan and overall marketing strategy.
There are many different types of advertising that are effective for small businesses. However, this may vary from traditional forms of advertising such as signage, yellow pages listings and newspaper advertising to newer forms of advertising such as pay per click advertising on the Internet.
The other way of promoting your business is through Public Relation. Public Relation or PR is a field concerned with maintaining your good public image. Though PR, you can place information about your company or business or products and services in the media without having to pay for the time or space.
Public Relation creates news releases and sends them to news media in the hopes they will be run. Often Public Relation departments produce events that will be covered by news media and thus receive newspaper or space or air time in cases of radios and televisions.
However, there is no guarantee that the media will run your PR material. It would depend on how good your company news is all about and how good is your relationship with the media. This is where you would need a good publicist.
A publicist is a person whose job is to generate and manage publicity for your company, business and products and services. A publicist should have special expertise in areas of entertainment or literary publicity for him to be very effective in promoting your business.
Creating news for you business would require an event that can be featured in news. As such, you should also be an expert in event management or you should hire someone to manage your event to make it news worthy for Public Relation purposes.