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Tap into a growing public relations trend: pay-perplacement. How it works: Instead of paying costly retainers to hire an agency, you designate the type of media in which you seek coverage, then pay only when you receive publicity. Example: A newspaper feature about your company could cost about $1,500. PR firms use pay-per-placement as a way to persuade clients to buy more services. Caution: Avoid firms that promise placement; reputable agencies don’t make such commitments. Contact a local Public Relations Society of America chapter (www.prsa.org) for a list of firms offering pay-per-placement services.