With the arrival of August you are probably putting the finishing touches on your 2012 catalogue, placing advertising in local media for your holiday trips, and posting everything about your business on Facebook. The plan is to finish strong in the fourth quarter of 2011 and set the stage for a profitable 2012.

With all the new media opportunities and of course the traditional media, do not overlook one very effective method of reaching your target audience. A good public relations program should be an integral part of your marketing mix. Regardless of where your news appears—print, broadcast or online—it carries that coveted third-party endorsement credibility. And by the way, publicity is free and measurable exposure!