"And they were worth it. PR is the news equivalent of search engine optimization; instead of buying ads, which readers ignore, you get yourself inserted directl

"And they were worth it. PR is the news equivalent of search engine optimization; instead of buying ads, which readers ignore, you get yourself inserted directly into the stories." Great insight - considering now a days PR is also becoming SEO. By that I mean that a good PR firm provides a service of getting high-end backlinks from highly authoritative sites - media, etc.