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PR: No news is bad news for business

That effective brand communication is paramount for business success is incontrovertible. So, at the end of last year, I was astonished to read the results of a survey carried out in the North of England, which revealed that 40 per cent of the businesses questioned did not issue regular press releases to trade, local or national press as part of their marketing strategy. If this figure is reflected nationally, then thousands of UK businesses are missing out on an extremely cost-effective and powerful channel of marketing communication.

Although advertising continues to be the principal method for building brand awareness, it is expensive. And despite my colleagues from the world of advertising asserting that a picture can paint a thousand words, a published news story can convey much more information to your target audience.