Many people have heard of the term PR, or Public Relations, but how many actually know what it is? To most, images of hilarious TV show "Absolutely Fabulous" spring to mind, or stereotypical caricatures of booze-fuelled glammed up Sloanies schmoozing editors with champagne in a bid to secure some column inches...

Not only is this an exaggeration but in fact, a sadly negative picture of PR. PR is actually a very helpful and invaluable way of gaining media coverage, public awareness and ultimately, sales.

Subtler than an advert and with larger companies, designed to form an integral part of "the marketing mix" ie. Direct marketing, advertising, exhibitions, point of sale and internet advertising, PR is in its simplest terms, the interface between your business and the media.

A PR will work with journalists in the national daily press, weeklies, monthlies, trade, consumer and on-line media to increase your profile and awareness in your public's consciousness and ultimately, to increase the overall success of your business, it's as simple as that.

To compare the cost, efficacy and longevity of PR against advertising (because we are all a little strapped in these cash thirsty times), a typical display advertisement in a mainstream magazine or national newspaper would cost literally thousands of pounds, and even an advertisement in a smaller, niche magazine, or a banner advertisement on a website, will set you back a few hundred. The beauty of such an ad is that yes, you'd be likely to get an instant response direct from your target audience which would convert to sales or business pretty quickly, but please do not underestimate the power of PR.

A professionally written and distributed press release coupled with personal contact between your PR and their "little black book" of journalists and media friends will reap a lot more varied coverage in a range of outlets, and at a fraction of the cost. Not only that, but psychologically, people do respond much more positively to a recommendation, write-up or mention in a feature article or news item written by a reporter, than coverage gained merely through paying for it in the form of an advertisements.

PR should form an integral part of a business's marketing mix and works well alongside traditional advertising. Unfortunately, in these credit-crunching times, PR is often seen as a luxury and sadly, overlooked, when in fact, it can often be more cost-effective in the long-term for providing profile, awareness, leads and sales.

Eurydice PR understands the unique needs of smaller companies, start-up businesses and sole traders, who need professional PR and access to serious journalists, but who don't have the budget to approach an all-singing, all-dancing agency. To this end, we offers flexible PR plans, ranging from one-off press campaigns to budget retainer services which not only provide professionally written news releases and campaigns, but also top quality media placement and forward feature opportunities. We also offer a range of other promotional services including exhibition publicity, direct marketing, fundraising and marketing strategic planning.

Eurydice PR has over 17 years' marketing and PR experience, and we always work to the highest ethical and environmental standards, and we are members of The Ethical Junction, Green Sisters and Wise Women. We are also delighted and proud to be hosted by Lightbeing Creations.

For more information please visit www.eurydicepr.co.uk or contact Lisa Jackson on 01440 709460; email lisajackson@eurydicepr.co.uk