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Table of Contents

Web

Technology

Location

Legal

Personnel Management

Risk Management

Insurance

Business Success Tips

Sample Documents

Checklists

Contributing Authors

	Tom Severance Author of Business Start-Up Guide
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	Steven D. Strauss Author of The Small Business Bible
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	Stephanie Chandler Author of The Business Startup Checklist & Planning Guide
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	Joe Kennedy Author of The Small Business Owner's Manual
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Public Relations

Public relations encompass many things. Any activity performed by your business or the people who represent your business is an opportunity for public relations. The goal is to convey a positive image through favorable impressions that eventually increase sales and profits. Obtaining favorable publicity from the news media is one public relations tool. There are also many other public relations possibilities and opportunities.

Advertising and public relations are different. The business pays directly for advertising. The business directs advertising to a specific market through a specific media with a specific message. It sells products and services, and it can have an immediate effect. However, potential customers recognize that the business pays for advertising with its own vested interest in mind. Customers don’t fully believe all advertising. Some of it is misleading or untrue. Many customers swayed by advertising are not loyal to your business.

Â You don’t pay directly for public relations, although some of the activities that generate good public relations certainly have a cost. Public relations programs are ongoing. They may not pay immediate dividends. However, they will often be more valuable than advertising in the long run. The positive image generated by good public relations, including good publicity, is more believable than that generated by advertising. The persuaded customers are more likely to remain. Public relations sell your company and the people behind your products and services.

You need both advertising and public relations. They should work consistently and synergistically for maximum benefit to your customers. This will then benefit your business.