Buying brand awareness

Margaret Heffernan has some pointers if your business needs to get the word out more aggressively.

1. Pay for results, not time. One company I know pays for column inches, another by the number of mentions in online and traditional media. This keeps everyone highly focused.
2. Use a virtual agency. A newer model for PR and advertising is the virtual agency that coordinates a network of gifted freelancers. With no expensive real estate to cover and no deadbeats, they have to keep busy. They can assign specialists to your needs at a lower project cost or retainer.