PR is getting your message and your story out on major media. That can include everything from having TV news do a report about you, to a news story in a major newspaper, to a popular talk show host interviewing you, to having your product reviewed on a major website.
Why is PR so important? Because media authorities with big audiences are putting their blessing on you and your message by prominently featuring it in their programming.
PR is FAR more effective than standard advertising. It’s also MUCH less expensive.
That’s why Bill Gates is famous for saying, “If I just had $2, I would spend $1 on PR.”
There are gatekeepers and specific high standards that guard the entrance to big media PR. You need an expert who knows what editors are looking for, how to craft an effective message, and the proper way to present your information to make sure it is used.