Guerrillas know that one of the most effective tactics in their marketing arsenal is a public relations game plan. Yet many small business owners are hesitant to utilize public relations as a marketing tool. In terms of efficiency and affordability, it's one of the best communications weapons available to any business.

Good PR is strong and focused and an effective method of communication. Great PR is a state of mind -- an attitude. You must believe in it, and apply it with discipline and determination. PR is a marketing weapon that expands over time. One-shot efforts are a waste of time and money.

The emphasis of your PR strategy should be directed towards the media. Your goal is to generate media attention. To accomplish this, call and request the media calendars of trade journals and local press. Submit stories that fit the topics they have already mapped out. If you are sending an unsolicited press release or announcement, make sure you have...

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