[aopo.mark]

Much of the talk about public relations focuses on how you can get the news media to cover your business. If it’s good coverage, then it may have a positive effect on your sales.

However, getting good coverage can burn up a lot of time and energy that might be put to better use. Instead of courting the media, you could be courting potential clients.

However, this is not to say that public relations is best left to big companies with deep rosters of established clients and the ample cash needed for hiring outside firms to manage PR campaigns.