Public relations (PR) is charged with trying to develop a successful image for the organization. PR managers develop special events surrounding a new product or service and follow up with news conferences, "freebie" magazine and newspaper articles, and blog and social media posts. This free content is designed to gain a high level of credibility一which is more possible as it is not paid for. Publicity is essentially nonpaid-for information that targets customer groups and strives to create interest and enthusiasm for the organization's offers. Ideally, publicity efforts are built upon data derived from tried and true marketing.