Public relations is very believable—news stories, features, sponsorships, and events seem more real and believable to readers than ads do. PR can also reach
many prospects who avoid salespeople and advertisements—the message gets to buyers
as news rather than as a sale directed communication.And as with advertising,
public relations can dramatize a company or product. Marketers tend to under use public relations
or use it as an afterthought . Yet a well-thought-out public relations campaign used with
other promotion mix elements can be very effective and economical