This element of an effective PR function includes these elements:

• Scheduling, writing and dissemination of press releases.
• Researching your company's and your competitors' media coverage.
• Authoring articles, case studies and white papers for various trade publications.
• Compiling and updating media lists (such as tier one publications, business, technology, vertical trades and general media).
• Producing press kits, including positioning materials and executive bios.
• Conducting press briefings at trade shows in conjunction with corporate announcements.