Counting clips is missing the point. By all means, judge your pr firm on its ability to generate coverage, but do not stop there. Remember, your ultimate goal should be reaching the public. If you stop at wanting mentions in magazines, you are missing the millions of opportunities today's over-communicating culture avails. Allow your agency to guide you to strategic relationships, connect you with this group or that, send samples to a sub-set or have you stand on your head with your product balancing on your feet.
If each activity, in some way, relates your brand or your product to the public in a way that allows consumer to notice what you are selling... you are achieving public relations.
As consumers, we want to be in the know and consume whatever those around us recommend we consume. If you have an opportunity to show your product in a magazine - do so. But do not place any less value on the coupons you distribute, the college party you sponsor or the mommy blogger you court.
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