Specialists of public relations.
A successful Public Relations program does not consist of a few random news releases here...an irregular newsletter there… a feature story in a publication every year or so...or a last minute decision to throw together a booth for a trade or consumer show.
A P.R. effort must be ongoing and continuously requires vigilance and attention to woo the media, to learn the eccentricities of editors, to learn and use the details of various editorial calendars and devise ways to coax reporters into calling for quotables. A solid P.R. program takes several years to establish and it cannot be done haphazardly. The objectives of the program must be dovetailed with communications strategy in general.