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October 20, 2010
For Small Businesses, Degrees of Engagement
From The Toronto Sun comes a helpful discussion for small businesses of the "ramping up" differences between advertising, marketing and public relations.

"When social networking enters the conversation," writer Rosalyn Cronin adds, "you can start to wonder why you thought it would be exciting to be your own boss."

Cronin advises small business owners to start with networking -- joining an organization "where you know your target market will be on hand" and build relationships personally. 

Until you can afford a full-time marketing employee, she continues, "keep the 'marketing' segment of your plan to networking and social media sites. Be careful to keep advertising out of these plans....Try advertising in the wrong place and you may find yourself banned or a victim of spamming. If you want to advertise, head for the pay-per-click banners and keep it clean."

The degrees of engagement, or separation, involved in starting out in business are important to understand and work with. 

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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