Most business executives dub PR as ‘free advertising.’ This could not be farther from the truth. It neither is advertising, nor is free. As a matter of fact, it may be costly, VERY costly, depending upon how it is used, because it’s a time consuming and labor-intensive process. Still while it almost is cliche; today, PR may make the claim that it’ll give your business the best return for its marketing budget.  Due to it being compared with advertising, PR is maybe the least understood of all marketing tools. The basis of PR includes using intermediaries to communicate with your audience and influence them. Those intermediaries may be industry spokespersons, stock analysts, investors, trend setters, industry analysts, customers, employees, and even the electronic and print media. Typically, your business has very little control over those influencers, or intermediaries, which will make public relations so difficult.