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Publicity is the marketing tool used to implement the public relations strategy. It is public relations' informational arm. It can help sell products or services by informing the target audience about innovations or recent news on a product, service or business.

In a new product introduction, for example, publicity gives information about the product's unique benefits or features to an audience. It may try and relate to another concern or event which will attract attention. Publicity has the equivalent impact of a respected third-party endorsement. When a company is in the news, the report generates more word-of-mouth publicity than any advertisement can.

One of the advantages public relations has over advertising is the use of free media coverage.

Public Relations and Integrated Marketing Communications (IMC)

General Motors Corporation was one of the first IMC advocates in 1990 when it integrated public relations and marketing expertise to achieve communication goals. Other major companies using IMC include Procter & Gamble, McDonald's, the Limited and IBM, all of which have co-ordinated their communications planning to be consistent, effective and synergistic.

Because of its high credibility, public relations plays an integral role in market-driven corporate communications programs. As part of an IMC plan, public relations broadens the scope of marketing solutions. Combined with effective advertising, public relations can help raise awareness and stimulate your target market to action. Rather than competing for market share, public relations and advertising complement each other, achieving integration.

Developing good media relations skills will help your public relations program achieve maximum coverage and credibility.