Public relations, or PR, is the process of communicating a certain message to a specific audience. And this includes all of the communications you have with the media, employees, investors, customers, partners, affiliates, and more. Small businesses need public relations to manage their reputations and build buzz about products and services. Plus, when media members talk about your business, you receive third-party credibility that cannot be purchased any other way. Public relations is a cost-effective way to bring in new customers, increase sales and share important messages.