In the Internet business, PR work incudes a lot of different facets of copywriting (that all important keyword) and network generation.

The PR work is by far the most cost efficient side of e-marketing, but its result can be uncertain as it depends heavily on the interest your product or service can generate amongst other sites and opinion leaders. Two key points:

• Generating free inbound links frees some of your budget for other marketing activities
• Other websites will actually endorse your service or product, giving you an invaluable "credibility boost".

Most marketeers will mention the 80/20 rule (80% of their work will generate 20% of the result, and vice versa). In the Internet business, this rule mainly applies to the PR side of marketing. It is likely that you will only see the benefits of a PR campaign after a few months of hard work, but the result can be spectacular in terms of traffic, conversion and repeat business.

@Ineurodesign 2007