You also can't get publicity at predicted intervals, unlike running a classified ad every month. For this reason, it is most important to maintain your company's image at all times. If you want your name in print at regular intervals, be prepared to do something newsworthy on a regular basis. A company that just sells its products and services won't make good news. News is made when a company reveals a new product or does makes a large donation, does something in the community, sells to its one millionth customer, presents an award, announces the results from a survey, creates a contest, gives something away, etc.
Publicity holds more weight than advertising.
People put credibility in publicity because it comes from a third party. When an article is written on your company, people view it as an unbiased report from a third party. This is why bad publicity can really hurt a company's image and should be avoided at all costs. Everyone remembers the article, never the ad. People quote articles and references when talking about companies, no one mentions a companies advertising, unless it is really shocking or award winning.