Publicity is a key tool in your marketing program. A series of well crafted press releases distributed on a regular basis can unleash the power of publicity and:
Reach literally millions of potential buyers through the media off line and online.
Establish credibility as an expert in your field.
Establish trust with your website visitors by linking to the various media stories about your product or company.
Create backlinks from sites that carry your story.
Increase your standing in the search engines.
Improve traffic to your website.
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Source: Article Spirit