Clearly, creative public relations can affect public awareness at a fraction of the cost of advertising.
The company doesn’t pay for media space or time but only for a staff to develop and circulate the stories
and manage certain events.An interesting story picked up by the media can be worth millions of dollars
in equivalent advertising. Some experts say consumers are five times more likely to be influenced by
editorial copy than by advertising. The following is an example of an award-winning PR campaign.