A press release is one of the most useful types of advertising because it allows you to attract the attention of media outlets, which can then create massive visibility for your product or service. In this interview with Norman Farrar, we discuss the importance of having a good PR strategy and some of the right ways to take advantage of this oft-overlooked form of publicity. A press release is essentially a pitch to journalists, influencers, marketers, or whoever else will push your product or service into a magazine, TV show, etc. We’ve all seen examples of product placement in magazines and TV shows. With public relations, you’re talking about pitching people who have industry contacts, who, if interested, will get your product or service in front of large audiences that would be receptive to your brand. What makes public relations one of the best types of advertising is that it allows you to gain access to targeted media outlets where you can have the most impact. However, with any good PR strategy, you have to have touchpoints. Whether it’s public relations or press releases, you need to build authority and trust. When someone has never heard of your product or service, they’re likely to search for your brand on the internet. This is where it’s so important to have the kind of visibility that will create a feeling of familiarity. A great way to establish that trust would be to have some kind of event, or an appearance on a news show that’s widely watched by your potential customers. Public relations and press releases are two of the most underutilized types of advertising. However, with an effective PR strategy, you can garner substantial interest in your product, which can then lead to more sales.