How do I get publicity for my company? That's the main question I get asked as a public relations professional for over 20 years. I’ll be honest — it isn’t easy.

Public relations can be more cost-effective than advertising. Here's how to get a PR campaign for your company started. IE 11 is not supported.

So how do you get noticed above the din? Let me tell you. It is a four-step process: 1. Come up with a unique angle. As they say, "dog bites man" is not a story, but "man bites dog" is.

When you get publicity, it is an independent third party telling the world that your business is different and better. For that reason, it is very valuable.