PR is usually seen as a sling shot approach to generating more awareness and ultimately more sales (or customers)...and the measurement tool used is usually based on how many media hits or feature story placements are secured. When that doesn't happen, it's back to the drawing board...but the truth is that PR is much more than securing media coverage, and it's definitely much more than press releases. Media is just one component of a well thought out PR strategy. Public relations is essentially about crafting and managing the public perception of your brand. It's about deploying a combination of communications tactics to continually shape and influence the public.
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