Many PR people are so focused on getting press that they forget about their customers.

Of all the people who should know what's new with you, your customers should come at the top of the list.

It's a good practice to mail them your press releases. It's even better when you show them your appreciation by making them a special offer, like this win-win upgrade depicted here.

In order to retire some obsolete units from the field, we offered to give our customers $5,000 off the price of each new unit for each obsolete unit they turned it. We
removed obsolete units from the field, generated
revenue, and gave our customers a great price for a
one-time only upgrade, a real win-win strategy.

Think of your press releases as an opportunity for dialog with your customers -- and to treat them right.

PR & Your Customer