Strategy of the Week

Tight budgets and tough travel have PR pros pricing a variety of high-tech alternatives to the traditional media tour. Straight numbers are hard to come by, and the best
solution to your "media tour" (whether virtual or in-person) will be dictated not only by budget, but by the immediacy or time-sensitivity of your news and by your target
audiences. Nevertheless, Mike Smith, president of Upstart Vision in Reston, Va., takes a closer look at how incorporating the Web into any media tour can save serious PR dollars
and deliver serious PR results.