According to the Wikipedia, public relations is:
[Public relations] is the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations is to persuade the public, prospective customers, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include working with the press and supplying written content for news and feature articles together with arranging interviews with expert spokespeople, speaking at conferences, winning industry awards and internal/employee communication.
Before you broadcast your business and products to the masses, you must first be ready. If your product isn't the very best version of itself and you cannot meet demand, your public relations quest will be all for naught. It is imperative then, that you are prepared to back up what your PR strategy is portraying.
Furthermore, though you may be the single and only person in your business, your company must have values, a mission and even a culture. Media outlets will not pay attention to your business if it does not have roots. You need a story to explain why you are different from everyone else. Your products are your main players, but if you are indeed the mouthpiece that shapes your company's image and branding, you also need to be accessible and visible to the public.
The articles in the HSCG How-To Library under "Public Relations" contains the documents, guides, information and HSCG programs available to get you started on your PR journey to get your products and your business out there and noticed! Design your own PR campaign to drive sales to your store or website - without spending a fortune to do so.