A recent article in the Wall Street Journal describes in detail how companies are making PR work for them. As described, many companies turn to PR after they have unsuccessfully spent money on advertising campaigns that produced little or no results.

Why PR? According to the Journal, "People are skeptical of advertising," says Lena Fiore, head of a company that doesn't use advertising. By itself, she says, one successful media placement brought half a million sales. "I don't know what it is about newspapers," says Ms. Fiore. "When people read about something, maybe it's more real to them. They seem to believe it whether it's true or not."

In addition, more and more companies are able to tie sales directly to media mentions. For example, one company featured placed a "how did you hear about us?" box on their website ordering page and was able to draw a straight line from PR results to their sales figures. A mention in a newspaper, news show or web page can bring in huge results for a company. The Wall Street Journal recently featured Trylon SMR president Lloyd Trufelman's commentary reinforcing that effective media relations are still the backbone of any public relations program.

One caveat: as in any business, choosing the PR firm you work with is as important as choosing to use PR in the first place. Here are some tips:

• Find a firm that knows your industry and understands how you fit in it

• Use a company that has extensive relationships with journalists who cover your specific niche

• Focus on results delivered, not process

• Identify your objectives and expectations up front