There hasn't appeared to have already been much positive economic news for quite a while. Wall Street seems to do fine no matter how much of the rest of the country is suffering, but it's the rest of the country that matters when it comes to growing the economy. Wall Street is more akin to Vegas than Main Street and you have an improved chance in Vegas unless you're one of the chosen.Still its small company that generates the ideas, the merchandise, the services that produce our economy grow. But how can a business grow at a time when marketing and promotional budgets are being slashed? At this time, when every penny needs to be accounted for, unless you're in politics or Wall Street, it's more important than ever before to reach your marketplace, to build a bridge between you and your customers. Advertising is expensive, social media marketing and online marketing is extremely important, but unless you have a genuine handle on just what you're doing, it is possible to end up spending an awful lot of money and time and end up getting nothing but unqualified friends or followers.PR is a relatively inexpensive approach that's old. Unlike advertising which is covered and appears clearly in the advertising portion of a magazine or newspaper, media relations lands you in the news or featured pages of a magazine, or newspaper. On radio or TV, your story likewise is presented as a news story. In case you are interviewed you're presented as an expert in your field. The credibility and validation that is included with such coverage is remarkable.That is not to state that advertising is unimportant. If you sell tires and you're having a buy three get one free sale, advertising can be a perfect medium. The largest downside to advertising is that everyone understands that the ads or commercials have already been paid for. It's rather a great way to obtain a message out there, nonetheless it ranks pretty low with regards to building credibility for a small business or brand. Consider it, if you visit a commercial for something on TV, or see a news segment on that same product, which approach will probably gain your interest. It's not necessarily an either or, but more a knowing when and how exactly to utilize the various marketing techniques.If you're a professional such as a physician or an attorney, public relations is your best bet. Likewise if you're a fashion designer, or jeweler or beauty expert, your very best bet would be to launch a targeted PR campaign. Needless to say if you are a filmmaker or musician, launching a highly effective media campaign to produce a buzz is imperative.The fees that are involved with launching a campaign and garnering PR coverage will be the fees that you pay to a pr firm or PR consultant. PR is not a fire sale, so that it does take the time. To anticipate to reap the huge benefits in per month is unrealistic, but a firm that understands you and your story, can gain you the sort of media coverage that may build your organization and establish your brand.So even though economic times continue being tough, with some creativity, ingenuity, determination and a (comparably) modest investment, you can launch a PR campaign that may reach your customers, sell your products, grow your service and build your business. While those around you're racking your brains on what to do, or are considering Washington or Wall Street for answers, it is possible to take your organization matters is likely to hands - and soar!Copyright � Anthony Mora 2011I'm Anthony Mora, President and CEO of Anthony Mora Communications, Inc. and author of Spin to Win. We specialize in pr, image development, media training and Transformational Marketing, [1]