Public Relations - Promotion Public relations and promotion work hand-in-hand to change or reinforce perceptions and to create value. Agit Dalvi, the former brand manager of CocaCola said "you have to fill the bucket before you empty it." Agit was referring to the communication of value as a first step in making the sale. IMA uses research and proprietary marketing tactics gleaned from our work with nonprofit organizations to create public relations and promotion plans that are cost effective and produce results. We identify the current value of a product or service through research, creating a strategic plan to boost the value through image development.   event management   media contact databases   trade show management   guest speakers   endorsements   testimonials   media events   banners   signs   kiosks Florida was ravaged by fires in 1998. SHARE Central Florida is a self-help resource organization that distributes food to those in need. Over 60% of SHARE's warehouse space for perishable food was destroyed by fire in the 19 counties that SHARE served. IMA created the public relations program that allowed SHARE to communicate their need and receive donated warehouse space.