In this economy, the best public relations projects are the ones that can gain your company exposure in several venues. If you’re going to make an investment, it’s important that it has “legs”. In other words, that it’s something you can use more than once.

For example, if you have a subject matter expert speaking at an industry conference, you can leverage this investment in time and preparation in several ways both before and after the event:

• Promote the presentation before the event. This helps position your speaker as an industry expert. A little extra work can reap significant rewards by making each of your efforts work more effectively.
• After the event, turn the presentation into a Webconference or Podcast. This is a great way to reach the people who couldn’t attend the industry conference but who are interested in the topic.
• Write an article based on the presentation and place it in an industry trade publication.
• Use the information as the basis for a White Paper on the subject. If you post this on your Website you can harvest email addresses by requiring that people register to download the paper.
• Feature the topic in your company newsletter (or e-newsletter) by linking to the article, Webconference archives, or White Paper.