Publicity is a funny animal. Those with little or no experience tend to assume one of two things: either that getting something in the newspaper or on TV involves some sort of mystical expertise, or that they have a right to demand that the media use whatever message they want to share (“Tell them to put this on page one!”)
As with so many other things, the reality is quite different from the perception. While cynics may think of publicity as a manipulative tool for influencing the news, it actually serves the important role of making the media aware of things they might not otherwise know about. Most editors and producers actually count on publicity to help them with the newsgathering process — even more so today, as staffing has been slashed to the bone. There are more pages and hours of news to fill than staff members to fill them.