A growing trend in public relations, particularly when trying to sell something, is to do shorter online news releases on a frequent basis. For example, instead of announcing three new services, a company will do a separate release about each new service. This gives the company multiple opportunities for exposure, similar to the way an ad is run over and over again to produce better top-of-mind awareness.

The Internet has made it possible to reach customers and prospects directly. Ad agencies that include various forms of Web content in addition to traditional media relations initiatives will improve their results by connecting directly with important audiences and keeping conversations going with them.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.