Next, decide between the two primary venues for media exposure, advertising and editorial. If your budget allows, a combination of the two is ideal. Advertising Any company can buy one or a series of ads in a newspaper, on television or radio, or on the Internet. Obviously, the more ads you purchase, the higher the impact and the cost. The advantage of advertising is that you have complete control over all aspects of your message, and its placement is guaranteed.
Cost is another matter.
In contrast to advertising, placing your business in a story or feature in newspapers, magazines, television and radio is generally considered a more powerful and effective type of exposure than advertising. Of course there are many public relations firms willing and able to do the work for you, at a price. Unlike an advertisement, placing your business in a newspaper story or other editorial venue is not guaranteed. Your story must be presented in such a way that the editor or program director will decide it is interesting and newsworthy enough to warrant coverage in their newspaper or television show. Editors get barraged with story requests every hour, so before cluttering their desk further, ask yourself and your associates if your story is truly newsworthy and interesting to their readers or viewers.