Public relations is the cornerstone of any comprehensive marketing strategy.

People may be skeptical about a message coming from your firm, but they believe what they read, see, or hear in the press, television, or radio. The right mention in the right place will maximize all your marketing efforts and do wonders for your business.

Publicists are the ultimate business-to-business (B2B) marketers. They're only as effective as the relationships they forge and their ability to instantly respond to the media on behalf of their clients. The goal of any PR person is to become a trusted resource for the media and to make it as easy as possible for journalists to cover their clients. We interviewed three PR firms we've worked with closely over the past year to see how e-mail has changed their business.

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