I once read an article that said McDonald's was right up there with Santa Claus as having 100% name recognition around the world. Wow! That is impressive. While McDonald's is a world-wide business, name recognition is just as critical for any size business, whether small to medium, a start-up or an independent practitioner. When people see your name, or the name of your business in the press, it reinforces you as an expert in your field and your product or service as being one of the best in the market. And, in times like these, when business is down and competition is fierce, public relations is the most cost-effective marketing tool to keep your name in the forefront of your current and potential customer's minds. Your name, your photo, your company - written about in print and in on line magazines and newspapers, and/or featured on TV or radio reaching your target markets will help you to stand out from the competition by having a third party endorsement.