By Kim T. Gordon

If you think PR is all about sending out press releases and hoping for coverage, think again. In fact, successful PR is rarely based on one-shot or random tactics. To propel your business forward, you need a media relations program.

At its core, a media relations campaign centers on creating relationships with exactly the journalists, producers, or editors who can tell your story to the right audiences. It can get a new product or service off to a successful start or even breathe life back into an established business that's floundering. PR coverage often has greater credibility with target audiences than advertising, so when used consistently, media relations can be an invaluable component of your company's marketing communications strategy.

Just follow these four steps to set up a media relations program for your growing business:

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