E. Using Publicity for Relationship Building 1. News releases are announcements to the media presenting information about the organization, its products, or its activities. Some marketers send news releases via electronic mail or post them on the Internet. Many PR people call news conferences , meetings of reporters and representatives of the organization. During a news conference, new products, organizational changes, and other information can be announced.
News conferences encourage two-way communication.
A third way to communicate is through event sponsorship , a PR technique to build goodwill by backing a sports, cultural, or entertainment event that draws significant public attention.