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** take a stand on a controversial subject
* arrange for a testimonial
* announce an appoinment
* invent then present an award
* stage a debate
* organizer a tour of your busuness or projects
* issue a commendation
the advantages of publicity are low cost, and credibility (partcicularly if the publicity is aired in between news stories like on eveninig tv news casts), and convergence (phone- camera posting of pictures and videos to websites) are changing the cost-structure.