Advertising is one of the tools employed by PR. An organisation or media may use house-ads which are designed by the PR. Then there are public service announcements. In addition, there is cooperate advertising to build corporate image or propogate corporate viewpoint.

Publicity is another tool used by PR. Here PR uses various techniques to get media coverage about a company or a brand. Media relations is one important function of the PR. There are news releases to deliver PR messages. Stories are circulated in the media. There are press conferences and media tours.

Publications are the third important tool of PR. These publications could be pamphlets, brochures and annual reports.

Amongst other tools, audio-visual material, books and videos are used. They engage speakers and use photos. They use exhibits. Special events and tours are arranged.

Online communication makes use of Internet and social media. Both internal and external communication is used.