Free editorial coverage as the main purpose of public relations can be obtained through press releases or company mentions.
Central issue concerns how to "make" your company appear on the biggest magazines and newspapers that, consequently, will lead to recognizing your trade mark.
In a modern informational area, PR is not just a part of marketing strategy. As far as it creates and manages reputation, it holds all power in its hands. There is no difference whether your business is connected to content, services or products, the main tool that would guarantee the victory is to gain trust of people.
As was mentioned earlier, press releases and company mentions are two types of PR. The first one follows the purpose of announcing informational novelties and means form of communication between the company and a news channel. Practically, it is a written announcement relevant in a distinct period of time, which is definitely able to awake reader`s interest. Press release can talk about company launches (new product/service), funding announcement, e.g. about raising funds from Angel Investors or Venture Capitalists, milestones like "records" (reaching 5 million users) or acquisitions (purchasing of another business, merging).
On the other hand, Company Mentions are quotations or references appeared in the media. E.g., president or co-founder of a company is usually quoted when the daily deal industry is discussed. In such a way, reporters seek to represent their opinions, believes and unusual perspectives.