Would Bill Gates ever be down to his last million dollars, let alone a single George Washington? No, the fact remains that it's a powerful endorsement of the power of PR.

The economy is tight and corporations tighten their belts down to that last notch, unfortunately PR is usually one of the first few items on the budget that's frozen or cut completely. It seems to be an easy choice to cut advertising budgets because it's impossible to track the impact of PR in strict accounting terms. Companies consider it difficult to quantify PR expenditures. Great marketing departments and their attention to detail show great company profits.

Companies need to pay attention to how these cuts hurt sales and sales leads. Add to that the fact that the print and broadcast coverage almost always comes with an online media counterpart re-purposing their stories. Search engines reach potential new clients worldwide. When you make cuts in the PR, you hurt your companies' profits.

PR also means networking and reaching out to everyone who is reading, listening and on the internet to let them know who you are and what you do. The results achieved with a performance-based agency give the client the PR results and exposure they were looking for. You never have a guarantee with a retainer-based PR firm. These types of firms sign you no as a client with no guarantees. With performance-based agencies, you actually pay only for press, not for intangibles like time and effort. Performance-based firms care about you and want you to succeed in your publicity efforts.

Public Relations offer the client the exposure and networking to get the publicity they deserve. The heart of PR is that clients will likely pay one-tenth or less of the cost of an advertising campaign.

The PR delivers a larger punch because it focuses on the placement of articles and broadcast spots in free media. Do you have a new children's book, appear in person for a book signing. An outlet like Fox News carries credibility. The book you wrote and the speaking of your ideas are special and can be heard by millions.

Gates was one of the few software geniuses of his era who also understood the differences between advertising and public relations, and was able to maximize both to his company's favor. But with performance-based PR agencies, companies don't need a Gates-sized bankroll to capitalize on the power of PR. Great performance-based firms give you the opportunity to perform in front of a national and worldwide audience which will result in your success.

At the end of the day, companies can't survive the lean times without a steady stream of customers coming to their doorsteps, and PR can deliver them without busting the bank.

Marsha Friedman is a nationally recognized publicity expert, writer, national radio personality, public speaker and CEO of EMS Incorporated, a national PR firm with a 20 year record of excellence. Every day she consults individuals and businesses about how to harness the power of publicity. Visit her online and claim your free PR video (a $100 value) for no charge today.