On any given day up to seventy percent of all the articles, feature stories and blurbs published in newspapers and magazines or broadcast on radio and television were released, pitched, or in some way influenced by someone outside of the media.

These news releases and story pitches often come from Public Relations firms, Publicists and corporate communications departments. However the majority come from business owners and entrepreneurs looking to attract media coverage for their business.

In the case of specialty newspaper sections and such as Business, Travel, Lifestyle and Community, the number of published articles that are pitched to the media is almost one-hundred percent. Publicity is such a powerful compliment to traditional advertising that most large corporation's staff entire departments with people whose only job is to get their company in the news.

With all the advertising and marketing options available today why should a business owner implement a publicity campaign? Because no amount of paid advertising can match publicity for its commercial value, credibility and nurturing of consumer confidence.

This positive response to media exposure by the public stems from a lack of understanding of how news stories and feature articles are produced. Most people perceive that a company, product, or service that is featured in the news was specifically sought out by the press because of their reputation, quality of work or industry expertise. This perception is called an "implied media endorsement" and no amount of advertising can produce a similar affect when it comes to influencing behavior and driving sales.