As a public relations person your job is to get the message out to your clients' customers about the product they are selling, the service they are providing, etc. One of the cheapest ways to do this would be to have a newspaper or news teams do a review or an editorial on your client's place of business. This works best for business that offer services, but it can also be done on businesses that are selling specialized products. Editorials and reviews carry far more weight in marketing then paid advertisements do. People who write these reviews are reporting what they have discovered about your business which can help draw in even more customers. For example a restaurant that gets a five star review will most likely get more customers from the newspaper than a similar restaurant that only got a two star review.