So what about the bottom line? Well, PR isn't directly about increasing sales or profit
. It's about the increasing the intangibles the credibility, awareness, word of mouth and buzz that combine with all your other efforts to help take your business to the next level. So if you sit down and figure out what you're committed to achieving and how you can utilize PR to help you reach your goals, you'll quickly learn how valuable and vital PR will be to you and your endeavors.