Establishing effective relationships with customers has become the norm and one of the major challenges for both marketing executives as well as public relations officials. As explained by Pecky (1999) the purpose of establishing good relations with the public is primarily for building strong brand image for the company. Most importantly, public relations is effectively established through relationship marketing. There are various tools which can be used in relationships marketing. According to Gregory (2000) the media is one of the most effective tools in managing customer relations. In view of this, Sriramesh (2009) and Guiniven (2007) postulate a number of media theories in relations to public relations issues. Suffice to say that some of these theories were developed during the communist era. While some of the theories are outdated, others, such as the libertarian theory are still relevant in today’s business world. This theory as well as other relationship marketing strategies are analyzed in relation to one of the major trade fairs in the world, The London Toy Fair. Furthermore, the effectiveness and application of the philosophies outlined in this theory as well as other strategies identified herein are evaluated Vis a Vis both the traditional media as well as the emerging web based media, herein referred to as e-media. Finally the essay offers suggestions on the new ways through which The London Toy Fair can utilize unexplored public relations and relationship marketing strategies through e-media. The London Toy Fair is among the biggest exhibition event in the UK, and is devoted to toys and children games. Started 58 years ago as a small exhibition event, the trade fair has grown in leaps and bounds and now attracts more than 250 exhibitors, thousands of traders as well as international media. Amongst the exhibitors at the event include new entrants as well as major toys and children games brands such as Hasbro, Vivid Imaginations and others. Exhibitors also include small and large retailers of toys. Due to the size and the caliber of the fair, the event attracts world renowned media houses such as BBC, The Telegraph, The Times, among others. More than 300 accredited journalists cover the event. Suffice to say that The London Toy Fair is not a public event. It is purely designed as a business event and attendance is vetted. Visitors to the event include, and not limited to Merchandisers, Play station specialists, creators of toys, sales and marketing agents, suppliers and distributors of toys and educational experts. The event gathers all these under one event with only one purpose: to make business through networking and learning. Primarily exhibitors use the fair as a launching pad for new and innovative products as well as exhibiting range of current products on offer from manufacturers and merchandisers, with view of creating strong brands. However, the event is evolving into a networking hub, where industry players meet, interact and learn new trends in the toy and children games industry. Industry players congregate at the fair with the intension of making new business through meeting other players, as well as discuss future plans for the industry. As such, the success of the event is hinged