Public relations is the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organisation or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.
Contracting the services of a PR company can hugely benefit your public exposure by carefully crafting and reacting to the outcome of campaigns that have been deployed.
PR is a sure-fire way to raise your profile and be noticed in a crowded market. With so many brands in any one market, it is easy to be the underdog. Therefore using clever and original ways to advertise your brand is the only way to be noticed and hope for the benefits of your campaign going viral.