PR is often confused with lead generation. There is a saying in the industry, "Advertising you pay for, PR you pray for." Lead generation is an advertising program, not a PR program. Common lead generation devices include trade show participation, e-zine sponsorship, banner advertising, and direct marketing. That said, a strong PR program can cross-fertilize with such lead-generating projects, providing a magnetic attraction for marketing and sales to take advantage of. When people who have already been influenced by your message come looking for information, they can often be your best sales prospects.
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