A lot of people overcomplicate public relations but it is actually very simple. It is a way of communicating messages to people - so that they think, feel and ultimately do something about your brand. This is often done through placing stories in magazines, newspapers, TV, radio, and online press. However, we tap into lots of other tools as well - blogs, product placement on TV, newsletters, PR stunts, competitions, focus groups and surveys, events, podcasts, and social media. For example, you might need to educate people about your new restaurant, so that they understand what makes it different to your competitors. This is done through sharing the facts through your chosen media channel. You can then use PR to help create an emotional connection with that audience - perhaps through sharing the inspirational life story of the chef or the fact that you use produce grown just down the road. Both of those things should lead to those people booking a table at your new restaurant. Result.