Many people associate Public Relations with the term ‘damage control.’ On the contrary, PR is so much more than that. According to the Public Relations Society of America, or PRSA, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Public relations essentially shapes relationships between companies and their consumers; they try and prevent organizations from needing to go into damage control mode by opening up communications channels with the public. PR is not only intended to maintain current relationships with customers, but additionally to gain new ones through the use of various PR strategies. A good PR campaign defines the target audience, crafts a message, and utilizes the most powerful channel to spread the message. It is important for marketers to understand that PR is a powerful outreach method so that marketing and PR practitioners can better work together for the benefit of their company.