There are ways and means, and plenty of free courses out there to gain this knowledge. With the advent of Facebook, Twitter & LinkedIn (there are other social media out there!) it is easier than ever to get your news or comments out there, but it's harder to target that news to the right people.
Recently we got a small article in the local paper to announce our intent to enter a charity bike ride, it covered the bases and included our company details and what we do - the cost to us £0 except for the time taken to write the article and send it in, and as one company once said 'Every Little Helps'.
Papers love stories and articles to fill their pages. I heard a story recently about a fruit farmer trying to hire staff for his farm to help pick the fruit - he spent a fortune on advertising and received no replies, however one call to the editor of the local paper and he was deluged with responses! How? The paper came over and wrote an article about the farm and how it was having problems recruiting staff - so whilst the information was out there originally, it was not being targeted in the right place.
"There is no such thing as bad publicity" (Barnum?), or "The only thing worse than being talked about is not being talked about" (Oscar Wilde). I'm sure there are some notable exceptions to these ideas, but in general unless it really is something terrible (sorry to BP or Toyota) you're on to a winner. "Everyone loves a good story - and you don't need to be an author" (Mike Holiday - 2012)
More details of the services we offer, and examples of our work can be found at www.rlsurveys.co.uk, or you can keep in touch with us on LinkedIn, Facebook (www.facebook.com/RLSurveys) & Twitter (@RLSurveys).