The Role and Impact of PR Public relations can have a strong impact on public awareness at a much lower cost than advertising can. The company does not pay for the space or time in the media. If the develops an interesting story or event, it could be picked up by several different company media, having the same effect as advertising that would cost millions of dollars. It has more credibility than advertising. Public relations is sometimes described as a marketing stepchild because of its often limited and scattered use. Major Public Relations Tools Public relations uses several tools: News Speeches Special events. Written materials.