It also involves how your portray yourself and your products and services to them. Press releases and relations are important because you can use the press to your own benefit for promoting yourself, your products or your services. One mention in the editorial of a magazine is worth more than a paid advertisement since the editorial is more respected and is meant to portray an unbiased opinion. Whether or not this is the actual case, an editorial is usually better than an ad. Perhaps you read the paper, watch the morning news, or flip through an old magazine like millions of others in the world.
Some people even go straight online and download their news direct.
The inescapable fact is that much of your knowledge about the outside world has been supplied by the media. It might worry you to imagine that your purchases and views are affected by the media, but they often are. Whenever I'm considering a major purchase, I'll usually look through magazines or Web sites for reviews of competing products to get a better idea of what I'm going to buy. If I hear some particularly interesting news about a company in a trade journal, I will often check out their Web site and try to get more information. The media helps us make choices by giving us options, and keeps us informed of the world.