Say you have a new brand you need to promote and raise top of mind awareness quickly. But you've a budget that is hopelessly pathetic. Plus the fact that your boss is breathing down your neck. What can you do? If you have been developing good relationships with the media, this is the time it would come in handy. If you haven't, you should start, quickly.
The thing to remember is that you need to have open and honest communication with the media. This is because you can only control your end of the message. You can't control what the reporters will write about your brand. The report can make or break your brand, so remember to do your homework first before jumping into the frenzy. Know who you want to reach. Pitch your stories to the right media. Be sure to make your releases newsworthy. Provide good story ideas and angles in your press kits and releases. Always be ready and available to field questions from the media. Relevance and timeliness are important factors to consider. Know your surroundings and what your competitors are up to. Plan your news releases to coincide when an event that will add to your visibility. Say if you're launching an environmental friendly car, you pitch the story to the media to tie in with World Environment Day for example.

An editorial gets you through the clutter of advertisement. It is more believable than an ad and it gives your brand more credibility. You'll get your eyeballs and it's more cost effective than buying ad space. Although you don't have much control over how the article could turn out, a positive story could at least get your boss off your back and get your brand off on a good footing.