Public Relations
Public relations is sometimes somewhat similar to advertising in that much of it involves messages communicated through mass media. The major difference is you don't pay for the time or space for the message. A television or newspaper feature story mentioning a business, for instance, isn't paid for and can provide brand exposure. The downside of PR is that you don't always control the messages. You can try to influence them through press releases and invites for media coverage, but the media could put a negative on the story.