In PR, the public is the consumer of the product and the media is the one that is charged with selling it out to the public. There are therefore tools that the PR department will employ every now and again to reach the public which is the consumer. These are (Dry Pen, 2010);

Press release; is one of the most effective means of communicating to the stakeholders and is the most common mode. These documents provide a comprehensive description of upcoming events or activities in a brief and thorough manner.

Internal newsletters and publications; these are publications that come out on a regular basis like monthly or quarterly and can have significant...

Public Relations Tools - PR. Retrieved January 29, 2011 from http://drypen.in/public-relations/public-relations-tools-pr.html
Investopedia, (2012). Definition: Public Relations -- PR. Retrieved January 29, 2011 from http://www.investopedia.com/terms/p/public-relations-pr.asp#axzz1ksm73geI