Publicity, if handled properly, can get your web site kind of promotion that cannot be bought, or at least not afforded. As a marketer, that is always goal of my publicity and PR efforts.

Here is a good example of web site promotion that site itself could not afford but managed to accomplish through publicity. A new web site is burgeoning to make it easier on those of us who have to deal with horrors of parking at any one of nation's airports, www.AirportParkingReservations.com. This web site is designed to let people reserve a parking space at one of those little parking areas that always surround a major airport. Instead of renting advertising space in country's newspapers their clever marketing and promotions people instead issued press releases to newspapers and other media. Several newspapers ran a short story about web site in their travel section, Houston Chronicle being one of them.