PR and marketing professionals should be heartened by a recent finding that PR efforts are likely to influence a consumer four times longer than promotions such as coupons, sweepstakes and refunds. The recognition of PR tactics as one of the most important ways of brand-building, is one of the major conclusions of "Your Brand Is Your Future," a publication released late last month by the American Association of Advertising Agencies (AAAA), New York. Building brand loyalty through PR tactics often requires deviating from generic, non-stop pitches to taking on one-of-a-kind campaigns to catch the media's attention and raise consumer awareness. The AAAA publication pointed to Procter & Gamble [PG] as exemplary in brand-building activities through public relations and other efforts --some of which also require PR expertise -- including trade show participation, demonstrations, product literature and advertising. The book also points out that non -brand-building activities, such as price promotions and coupons, influence sales less than one year.

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