Media activity should be part of a larger business plan, with every communication directed at a specific audience. This, of course, requires a clear understanding of your organization’s mission, including its sales and marketing objectives. As public relations professionals, it’s our job to get our clients’ messages in the news—or even better. We know Publicity is a strong but not overwhelming influence – it doesn’t sell products, raise funds or win elections. But it can convey ideas and information that can shade people’s interpretation of what they see, read or hear – and therefore it can influence opinions.