When you are trying to reach the public, you should broadcast on as many frequencies as possible. As a public relations specialist, you need to not just reach those people who are surfing the web looking up your product. You also want to reach the people who have never heard of your product. There are all sorts of different ways to use the media to present yourself to the public. You might make a statement to the evening news. You could advertise for a town meeting on the radio. Of course, the internet is one of the most popular ways for people to get their information so you will want to use the internet as well as the traditional media services.