#45: Public Relations – It’s a cliche saying, but it’s often true: It’s not what you know, it’s who you know. You may have a flawless business plan, and all of your pieces are in place…but unless you get mass exposure, it’s going to be tough to get off the ground. That’s where a PR pro can help. Getting a story pitched to your local newspaper or television station is easier said than done. Make sure you do your research. PR specialists are in the business of making things (including themselves) marketable and impressive. It’s easy to fall for something that may not be in the best interest of your business. Feel free to shop around a little bit and develop a relationship with a PR specialist who can help your business. It is a decision that could pay huge benefits for you in the future.