So, what are we actually doing with PR? It is easy to either be frightened off from P.R. by an apparent lack of focus – or to fall into the trap of not feeling in control. So let’s be clear we are in the business of providing people with information so they will be encouraged to initiate a further contact, perhaps for further information, prices, samples or a rep visit – with the eventual aim that they will find that your product or service will match their needs – resulting in a purchase! And perhaps further ongoing business. PR at its best performs a service to buyer and seller alike by putting someone with a need for a solution together with someone who has a solution to offer.