Of course, public relations need something solid to stand on, which is where integrating pr comes in. By reprinting or reusing articles and blurbs in your marketing that arose within your PR campaign, you are ensuring maximum exposure. You can also turn feature length articles into manuscripts and books about your topic. This will establish your credibility as an expert in your field.

Finally, heart of your public relations might be most important bit of PR body. Give your audience and offer. It doesn't matter how much free information you hand out, many people will not respond until they see an offer. Key components of your offer are clean, persuasive language, as well as keeping neutrality in offer. This will give your customers a reason to come back to you.

Integrating all of components of a great PR campaign is a surefire way to get your company's name acknowledged in your field.

Keep in mind that website owners may get several link requests every day. To make yours stand out - and to convince him that you're not spamming - be sure to personalize your link request.

Include site owner's name. Comment on something you've seen on her website. This shows that you have actually visited site and taken time and effort to look around. Personalized requests are far more likely to get a positive response.

PASSIVE LINKING METHODS

You can also take a passive approach to reciprocal linking. That is, you basically sit back and wait for others to approach or link to you. This passive approach gives you an obvious time advantage. Some ways to encourage passive links include:

= Put a link on your site that says, "How to Link to Us". Provide text, banners, buttons, and HTML to make it as easy as possible for someone to think to you.

= Offer a content-rich site. You'll be pleasantly surprised at how many websites link to you just because they like what you have to offer.

Personally, I prefer passive approach, as I'm sure most of you do. I only actively request links when I happen across an excellent site that I know my audience would appreciate.

But like with all things online, there isn't one "right" way to do things. Success depends on doing a combination of things well. Reciprocal links are one way to steadily build targeted traffic and add value to your site.