Small business and the changing role of PR

Taking the pain out of PR.

Vithoulkas found a PR agency and despite the huge costs (close to 10 per cent of her business overheads) she decided it was worth the gamble.

It turned out to be an expensive disaster. After seeing no quantifiable returns over six months she decided to get rid of the agency.

''They tell you that PR is an investment and that you're not going to get an immediate return. You rely on professionals doing work that you can't ever see or can't measure on a daily basis,'' she says.

A fascinating article, the days when PR meant media relations are long gone.