Media Relations and Your Catalog Every business wants and needs to create awareness of what it does. Catalogers are no different. They can advertise, whether it's a big splashy campaign of the sort Lands' End, L.L. Bean or Lillian Vernon have undertaken, or simply a small classified ad. But another way to get people thinking and talking about—and hopefully ordering from!—your catalog is the "free advertising" generated by effective use of public relations (PR). The "public" in PR encompasses media, government and community relations. Let's focus for now on the media. Is there a

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