Unsolicited e-mail is the marketing equivalent of a case of poison ivy: annoying, garish, and practically impossible to shake.
But when opted in, e-mail can be a valuable addition to a PR program, an effective call to action for consumers and journalists alike.
"PR can be a great way to begin the dialogue with consumers; it can help them to become interested and drive them to a client's Web site," says Phil Carpenter, GM in Allison & Partners' San Francisco office. ...