Public relations (PR) is the process of generating positive media coverage for a company. PR results in increased good will felt toward a company from its target audience of consumers. Using PR as a tactic to promote products or services requires creating a list of media contacts and pitching them story ideas. Not every journalist a PR person reaches out to will be able to cover the story even if it's a good one. Most journalists receive hundreds of pitches a day. Because of this, a PR person should have a large media list.