Free Publicity...

There's no such thing as free publicity. Successful PR requires an investment.

For example, public relations is the second biggest marketing line item for the average tech start-up (15.9%) -- just behind print advertising (21.1%), says a report by Launch PAD and Silicon Valley Bank.

Media relations, perhaps the most visible part of PR, requires building relationships with key editors and reporters. That takes time -- and money. A good way to shorten the cycle and reduce costs is to hire a PR firm. An outside firm brings a lot to the table: they have established contacts, they know journalism, and they're an objective third party.

Most PR firms are experts in an industry. Editors often call PR firms for insights on industry trends, expert interviews, or even photos for a story. Smart PR pros, usually former journalists themselves, can help you refine your news releases to get more placements. And the good ones will even tell you when a release isn't worth releasing.

- Phil Sasso