I was referred to this P. R firm by an associate. 720 pr promised to generate a lot of publicity for a series of lecture tours I was putting together. I paid them $1000 and they did not generate one single bit of publicity. No radio. No tv. No print. No internet. No anything. During the last days before my event, my own staff had to get on the phones and start contacting radio stations and websites to generate publicity on our own. 720 PR really didn't try to generate publicity for our event. I did learn a valuable lesson: Never give a publicity firm the full fee up front. This obviously gives them no incentive to do the work they are paid to do.
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