Publicity often comes in the form of negative stories in the press in the aftermath of a major problem involving a consumer product. the firm's attempts to "manage" publicity so that it is more favorable fall under in the promotional mix.

The answer is Public Relations. The promotional mix is a part of the 4 Ps of the marketing mix. It comprises of advertising, public relations, sales promotion and personal selling. But we will be only focus on public relations. It is sometimes called publicity. It is information about a company's goods and services supported by a third party in an indirect way. It also falls here the organization's communications that search to construct good relations with an organization's publics, as well as consumers, stockholders, and lawmakers.

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