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It's hard to put a value on the value of public relations, however, most experts say that a good story is worth 10 times more than an advertisement. The main reason is that an article comes across as a third party story and endorsement. One of the benefits of a good campaign is that it creates a bigger than life image. One basic thing to keep in mind is that a good story has a 5-year shelf life. It's not as important who sees the article initially, but how you use it as a marketing piece. By using it as a marketing tool, you'll be able to direct the article to a more targeted ...

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