Re: Thanks Michael... let me give you a little BEHIND THE SCENES info...

> Mike -

> For only $10.00, a person can send
> approximately 100 faxes using one of the
> e-mail to fax services. (I've been quite
> happy with Faxaway.com and I'm affiliated
> only as a customer.) Therefore, you could
> send 400 press releases for about $40.00. I
> don't know how anyone could do it any
> cheaper than that.

> Rick Smith, "The Net Guerrilla"

Rick,

Thanks for the tip...I've used Efax before and have been very happy but this Faxaway sounds like a winner too.

I think PR can be used to sell product...a lot of product, but I agree with Joe Sugarman in that plenty of PR may not lead to sales. Joe's point of view is as follows, quoting him:

"It is my theory that products that generate a lot of publicity are so different that they have not yet harmonized with the public psyche. It is because they are so different that they make news in the first place. As consumers we are a plenty dull lot. We are really very practical in our purchases. Remember, the act of exchaning our hard-earned money for a product or service is a pretty serious step--we are not likely to purchase something that is frivolous or make a purchase simple because of a well-designed attention getting ad."

Joe makes a good and solid point. Does it apply in all cases? No, absolutely not. Obviously you need to try a mix of PR and the other tools, like space ads, classifieds and sale's letters.

Thanks Rick,

Mike Winicki