Saw this article and found it very interesting! I think in this economy businesses need growth, but they need to do so in a budget conscious way! Using PR, if done correctly, can be more effective and easier on the budget! There are a ton of creative ways to communicate your message without spending one half of what a major advertising campaign would cost! Further more..public relations efforts have proven to be more effective in increasing brand recognition and reputation!
Here is the link which focuses on franchises, but the tips are good for any business!