Sometimes to takes money to make money

Clients often think that publicity is free.  While there may be a difference between paid media (advertising) and new coverage (publicity), the way to news coverage is not always free.  Unless you represent a person or product that is newworthy in and of itself (rare, and lucky you publicists who represent these companies), publicist often have to create news in order to get coverage, and this might take money.  Events cost money. Eye catching premium items that can be mailed to editors with your press release are not free either.  It’s important that clients know that they may just get what they pay for, and putting in some money up front can lead to great results for them later.