Shoestring Public Relations 101: Ideas to Get Your Creativity Flowing
http://www.iabc.com/cwb/archive/2006/0506/obrien.htm

O'Brien, Cathy-Anne
Communication World Bulletin
2006

Abstract:

Whether you work for a nonprofit, a corporation or an agency, you've likely at some time been assigned to a PR project that has next to no budget. When this happens, you may feel you are up against the impossible, but don't despair. You can deliver a highly successful campaign on a shoestring—but it requires some creativity.