Public relations is one of the most important parts of a business. Without public relations, getting a message across to the rest of the business community or the world for that matter is going to be very difficult. The most important thing to understand about public relations is what it is and what it is not. PR is not a miracle, it is not an ad. It is used when it is relevant and only when it is relevant, so it is your job to make sure that your PR is relevant to the market or niche you are delivering to. If you want an ad, then don't settle for PR, try buying an ad. What PR is, is a way of continually asking for your customers attention by providing them with information about your company that they need and want. PR needs to be continuous, not just used when you have the budget to do so. Also, don't judge good PR buy the price that you are asked to pay for it. Higher priced PR doesn't mean better PR. That being said, no one worth their salt is going to work for nothing.

Remember that PR takes time. When your story breaks, others read it, which gives your brand attention and causes others to write about it. However, it is a process. Do not expect your public relation campaign to take off overnight. Also, consider hiring a PR manager. You are trying to run a business and need to concentrate on the business. Invest in a good PR spokesperson to do the PR for you and if you find a good one do not ever let him or her go. They can be priceless.

Keep your mind open to the idea of social media. Social media is big these days and PR is an intricate part of social media. Many of your potential customers spend most of their time on their PCs, laptops and tablets surfing the web or hanging out on social network sites. If you are not getting your message out to these social media sites you are missing out on a huge part of the market that your competitors are probably taking advantage of. Do not let technology get ahead of you.