Every day, hundreds of so-called experts are quoted in the newspapers, on the radio, on news-oriented Web sites and on television. Yet advertising in these same media costs thousands of dollars. We never seem to question the budget line for advertising expenses, yet we often balk at adding a line for public relations services. How often do you hear fellow business owners say, "There's no direct line between public relations and increased sales"?

Well, they're wrong. Ask any manufacturer, entertainment executive, restauranteur, innkeeper or book publisher how important product reviews are, and they'll tell you there is a direct line to purchases.

When you read a review for a new restaurant, or note a nice pair of unusual earrings in a holiday gift guide, or observe Kate Winslet wearing the latest fashion designs, you're seeing the direct results of public relations. Sales skyrocket.

For service industries, however, that "line" to sales is indeed murkier. The power of public relations is built in a layering effect, in which each mention in the press heightens your visibility, adding another layer of credibility to your company. This credibility in turn creates a desire among viewers and listeners to pay attention to you. In effect, you've been sanctioned by a trustworthy, objective third party.

If the New York Times calls on someone for an opinion, he must be good. Hey, the Wall Street Journal is quoting this guy too. And now he's on CNN. He must be very good. He must be important, a leader in the industry.

Chances are good, you're already an expert in your industry. You just haven't been positioned as such to the writers, editors and producers who need experts to comment on issues and stories of the day.

No matter what your business, you're selling an image of yourself, your products and your services. Public relations manages that image. Whether you represent a Fortune 500 corporation or a private company, media placements