Most people don't get this: press releases, VNRs, media events and such are NOT just for getting your name in the news.

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You turn to PR because it's relatively inexpensive, and besides it's pretty cool to read about yourself in "the trades."

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But if you're like a lot of folks, you're also watching your big news climb the Google search results for a few days, and then you're forgetting all about it.

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The best PR people create a cycle: approach the press with solid stories and ideas. And soon the press starts approaching you. 

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Then you're getting your name in the news all the time. You're known as the expert in your field.

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And you and your inexpensive PR program are making some serious money.