In their efforts to manage publicity and public relations, marketers are continuously learning more about these activities. Courses are offered and books written on how to manage publicity. These books cover how to make a presentation, whom to contact, how to issue a press release, and what to know about each medium addressed, including TV, radio, newspapers, magazines, and direct-response advertising. They discuss such alternative media as news conferences, seminars, events, and personal letters, as well as insights on how to deal with government and other legislative bodies. Because this information is too extensive to include as a