Most business executives dub PR as 'free advertising.' It neither is advertising, nor is free. As a matter of fact, it may be costly, depending upon how it is used, because it's a time consuming and labor intensive. While it almost is cliche; today, PR may make the claim that it'll give your business the best return for its marketing budget.
Developing a PR strategy is instrumental to influencing the public image of an organization, also beneficial to your marketing performance. A good strategy can help build rapport with customers, employees and the general public.