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Public relations is a method of promotion related to an organization's overall promotional program. It is a communications effort, combined with other advertising/marketing material, designed to favourably influence others' attitudes or perceptions towards your organization or business. When used correctly, public relations can be as effective as advertising, yet costs much less.

Public relations is the positive image-building component of your organization's communications function. A public relations strategy is designed to gain attention, win goodwill, build relationships, promote a consistent image, receive positive endorsements and/or reinforce a corporate message.

You must present your public relations information with a unique, compelling, newsworthy angle. Most importantly, the news must be current and factual. Public relations, unlike most advertising vehicles, allows you to communicate immediately with your public.

Public relations must not appear self-serving, and must stay away from "the hard sell."