This series breaks down different marketing tactics to help you determine which ones will best support your marketing strategy. This post features public relations.

Starting an aggressive marketing effort and not having enough money to finish is poor planning. It’s like flying across the Atlantic with a half tank of fuel. Sure, you’ll make progress, but your plane better have floats because you’ll be landing in the Atlantic, and not in Paris.

PR is great, because it gives the consumer a sense of third party endorsement. It’s almost like the media outlet is saying, “This company is good because we have analyzed it. This is a good company. Their core values are great. I like them.”

Let’s say you have a new company. It’s got all the elements of a good brand, but no one knows about it. What’s the best way to break into the market – advertising or PR?