A vital part of any promotional effort, public relations is a long-term, soft strategy to gain recognition. Announcing real news items such as a new employee, a new contract, a new office or a donation to a local cause is a staple. In addition, you can promote your expertise thru many channels beyond the obvious and formal news networks.
You can create publicity through hosting an event, or seeking out speaking opportunities. And, you should be promoting yourself through online social networks such as Facebook and You Tube where possible and appropriate.
Yesterday's news release is today's video presentation, and yesterday's speech to your local Rotary Club is now published on your Web site and beyond!
It's low cost and it's smart... and it takes only a little time and determination, but also a commitment to consistently publish.