Basically PR is all about reputation management, promotion, understanding an audience and increasing profits! Your PR team, no matter the industry, will use public relations to manipulate how people see your company, and how they feel emotionally about what you do. In a market (no matter your industry), that is as saturated as it is today, it is all about getting the coverage and attention you need, to get you through difficult times. Often companies grab the limelight with an unusual fact about their business that makes people do a double-take, or by affiliating themselves with news or topical events (just try and count the amount of Olympic ads you see when you’re watching Coronation Street tonight!).