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Many traditional and dot.com businesses looking to promote a new Web site view and use public relations the same way. My clients purchase public relations only when all other options are played out, and only then because they don’t know that it won’t work. It’s nearly impossible to convince them that public relations is an excellent first option when promoting their Web presence.
By using the Internet to quantify results of online public relations, we can build a stronger case for using public relations in all media.