Startupnation.com offers a 7 steps for successful public relations for small business that include create an Action Plan, research the media, develop story ideas, prepare a media kit, write a press release, contact the media and get the word out.
http://www.startupnation.com/steps/77/steps-successful-public-relations.htm and
http://detroit.dbusinessnews.com/shownews.php?newsid=135406&type_news=latest
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