Does your organisation have a special announcement, new development, expansion, achievement or breakthrough? Do you have regular advice or information that could assist a wide group of people relevant to your marketing objectives?
If you have information that is "newsworthy" and your target audiences follow mainstream press or industry publications, a press campaign may be right for you.
Typically a press campaign involves three months of stories written and pitched to suit the needs of specific media outlets that are "consumed" by your target audience. Announcements covered by newspapers, magazines, radio, television and third party publications hold weight, and when done right, generate more impact than paid advertising, because the message is backed by the credibility / weight of the media outlet.