Publicity usually consists of a favorable news presentation for a service or organization.  The unique feature of publicity is that it is free and has the credibility of editorial material.  Organizations frequently provide the material for publicity in the following three forms:

*   Press Releases - Stories prepared by the firm, and circulated to the media.

*   Personal Communications with a Group - These include press conferences that draw media representatives (if they feel the information is newsworthy), company tours, speeches to professional groups and community organizations.

*   Lobbying - One on one personal communications used to influence the opinions of a group of powerful people.

Public Relations -More centralized than publicity.  It is a planned effort by a group to influence the attitudes and opinions of a target market.  Public Relations efforts are seen in newsletters, annual reports, lobbying, and charity events.  Good public relations can be accomplished by supporting charity groups, participating in community events, sponsoring sports events, and funding the arts.

The reader will be impressed by any publicity you have generated or plan to generate for your business.  Remember the most effective promotional tool is free publicity.  Make sure you include all print clippings and information on the publicity that has been created.  It would help the reader to see how much of the budget you have allocated to this area.