Organisations have to do some public relations, a major portion of which is the media relations. Publicity is the coverage we get for our organisation and product range in the media. Media can cover our products in a favourable manner. This endorsement by third party, say a journalist or feature writer or an editor, carries more weight than direct advertising, which is paid for.

We can pass on our literature and press releases to the editors and talk show producers. We can also keep in touch with the trade publications. Our write-ups should have a hook  which gives it news-value.

A company can think of building appropriate values in the product itself to make its publicity credible. Publicity and advertising must support each other.

A PR professional has to arrange press conferences, video releases and satellite feeds. Media tours of the plant and offices can be arranged. A presentation is the best way to get good coverage. Publicity is on the look out for topical ideas that can be linked with their product.

Sponsorships and  special  events having high visibility may be chosen by some companies as the central point of promotion to which other elements of promotion are tied up