I decided to take the message to the media. I sent a single press release to most of the news outlets in central Alabama where the business was located. The result was astounding.

Within weeks we received two feature newspaper stories, coverage in a regional magazine, five radio interviews, (One lasting an entire hour) and were interviewed during the most widely watched morning television program in the state, with the recently crowned Miss Alabama Scarlotte DuPree present on the set. From that point on every time there was an accidental drowning or near drowning event our company was in the news.

Just fourteen months after we began our campaign we sold the company for a substantial profit. While the results of this PR campaign were better than average, it demonstrates the powerful role publicity can play in growing a business.

Although publicity itself has great commercial value, as a stand-alone marketing strategy it has little chance for growing a business. Prospective customers need to be exposed to your message with greater frequently then periodic publicity alone can provide. But what publicity can do that no amount of advertising can, is intensify the impact and credibility of your firm's current advertising.

Many consumers are skeptical of advertising. They distrust claims they feel are overly promotional and view commercial ads with a degree of suspicion. However the majority of people trust, sometimes blindly, the news media. When your company is in the news your traditional marketing is considered truthful and accurate.