Paying for PR--But Only When It Works.

Authors :: Covel, Simona
Source :: Wall Street Journal - Eastern Edition. 12/17/2007, Vol. 250 Issue 142, pB4. 0p. 1 Black and White Photograph.
Publication Year :: 2007
Abstract: The article relates the public relations (PR) experience of Cynthia McKay, chief executive officer (CEO) of Le Gourmet Gift Basket based in Castle Rock, Colorado. Reportedly, the approach paper-placement PR is gaining an amount of attention despite of arguments from PR executives that it does not work for everybody. McKay started her PR efforts in 1992 following an advertisement failure. The efforts taken by McKay are given in details.