A Fort Lauderdale, Fla-based marketing company, UnderstandingMarketing.com, has launched The PR Toolkit^®, a program to assist physical therapists and licensed rehabilitation practitioners in promoting their services in a sluggish economy.

Written and developed by John Sternal, a public relations professional with nearly 20 years' experience, The PR Toolkit offers a series of guidelines and suggestions for small businesses attempting to leverage of media power to not only promote their companies, but generate bigger profits. UnderstandingMarketing.com offers Do-It-Yourself marketing and public relations information for small businesses looking to insource and get publicity on a shoestring budget.

According to Sternal, "It's really important for a smaller business to build 'buzz' and get people talking about them, but they don't have the budget or desire to buy lots of ads or hire a PR firm. In today's very difficult economy, it's important for smaller businesses to identify ways they can gain a competitive edge without compromising their budget, and that's why I wrote the PR Toolkit."

The PR Toolkit shows the small business owner how to easily identify creative angles and topics for stories, write a press release, develop email pitches that get reporters' attention, and to build useful and lasting relationships with reporters. The PR Toolkit also includes free resources for getting a press release published in search engines and on news wires, and how to get stories placed for business publicity. Small businesses can even learn how to use social media like Twitter and Facebook for national publicity.

For more information on The PR Toolkit, go to UnderstandingMarketing.com.