Public Relations vs. Advertising...
Compared to advertising, public relations is generally much more effective. Even if the PR is not free, expenses are generally minor things such as phone calls and mailings to the media. Not only is it far more cost-effective, but it reaches a much wider audience. A newspaper article compared to an advertisement not only is viewed by a wider audience, but is taken much more seriously since outside sources are more credible and less bias. There is much more longevity with a news article as well, which also makes it more important that the information about the company is positive.
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