I have just come from a manufacturing show where all the stands/booths look pretty much the same – a shell scheme show. This has the benefit – to most exhibitors – of putting them on the same footing as the big budget companies who may otherwise dominate. Since most of the manufacturing sector is now made up of smallish companies, or at least those with smaller budgets, this is generally a good thing especially since it presents a low cost of entry to newcomers and so promotes vigour in the industry. PR has a similar levelling effect by using moderate budgets and presenting valuable information it is possible for a company PR program to “punch above its weight” and for a relatively small company to achieve an excellent profile in the market quickly with minimal resources – much like the internet itself.
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