PR is not just about dealing effectively with the media: there is far more to it than that. PR can do exciting things with what you have to offer. For example, eBay.com’s founders boasted that they spent no money on advertising apart from PR for two years. Pierre Omidyar, founder and chairman, said: ‘advertising is not necessarily the most effective way of building a solid group of [customers]. We’re more interested in reaching out to people through grassroots efforts. We’ll build... by listening to the community. If you advertise a lot before building your business, that’s just shouting from the rooftops’.

The PR Campaign process is a method for solving problems. It has four phases:
research, objective, plan and execution, and evaluation. Each element modified by the demands of different stakeholder of a company or organization.

PR is really about communication and how effectively you do it. The effectiveness of communication is dependent on a number of key factors. These include how communicators look in relation to their respective position of status, value, competence, honesty, reliability and credibility. Beyond these personal elements, the next key factors are the way you get your message across together with the style and content of the communication.