I recently started as the media coordinator at KaliAndrews Dance Company – a new dance school in Ottawa. Right from the start, I was faced with the dilemma of creating awareness and promoting the studio with little to no advertising budget. A series of press releases attracted some attention from the community newspaper and a local television station, but ultimately failed to make an impact on such a broad audience.

What is the first image that comes to your mind when you hear the word ‘Finnish’? If you are not familiar with Finland, Finns or Finnish culture maybe you will see an idyllic snowed landscape with smoking chimney cottages and possibly some reindeers wandering around. On the other hand if you are close enough to this Nordic country surely some immaculate sauna, hi-tech mobile phone or salmon over rye bread images will fly in your mind. But what does Google Images think about keyword ‘Finnish’?

Here are a few typical user profiles that probably came across your site:

Sales Cycle player

The sales cycle can often be an exhausting and excruciating road to success. It requires vigilant contact, balance and patience.

Are you shopping around for a PR firm? If so then you are at the right place. This article condenses feedback from several leading PR gurus and marketing pundits on what to look for when choosing a PR agency.