In addition, it must have a clear, easily remembered message that is communicated in an exciting and memorable way. Market research and analysis. You must be agree with the creative approach taken by your creative counsel. Scheduling and implementation. Be prepared to handle the inquiries.
Public relations produces publicity.
You have no control over the coverage. Unlike advertising, publicity can be favorable or unfavorable. If the media wants to focus on something negative rather than the positive there is nothing you can do about it. This very lack of control is what gives publicity its greatest strength - credibility. The fact that it's news media, rather than a sponsor, delivering your message makes it more believable than advertising.