There's no denying that the Internet is allowing more and more entrepreneurs to start their own businesses and effectively market their new products. However, there seems to be an increasingly common misconception when these businesses try to generate media attention and publicity for their products.

Over the past several years, I have had more than a few clients come to me seeking "a PR" to get people interested in their products/businesses. That's right "a PR". Contrary to what some people think, PR is NOT an acronym for "Press Release" - it stands for Public Relations. PR is much more than just a press release and that distinction is very important to understand.

I often cringe when I see articles from well-intentioned "marketing" experts that say, in effect: "simply write a press releases, pitch it to the media and just sit back and reap the benefits." Unfortunately, it is far from being that simple.

That statement pre-supposes that the media release is written well - containing all the right elements and newspegs to catch the media eye - and that it is pitched and maintained in the correct media market, which is often the downfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business product, website or whatever should include many, if not all of the following:

Think of launching a PR/publicity campaign like flying a kite. The press release (which aptly details your product/business) is the kite. But if your kite doesn't have the proper amount of string, a good tail, a strong wind and the expert manipulation of the kite flier - it has very little chance of getting off the ground. But if all theses elements are in place - a PR/publicity campaign can send your business soaring like a kite on a breezy Spring afternoon.

-Todd F. Brabender