Making a difference in today's marketing world is not only difficult, but with a small budget is next to impossible with traditional media. Enter Seth Godin, a marketing man with all the right stuff. You can see him speak @ Google here.
Seth Godin: Speaks @ Google
Standing out amongst the crowd is the first step in establishing some real recognition. The simpliest things are usually the most effective and with Optimizer you can test the effectiveness of your "Purple Cow" approach.
For more information on the beginning of Public Relations and how marketing changed into what it is today, check out Edward Bernays.
Edward Bernays, Father of Public Relations on Google Video