Good public relations can be the making of a start-up business. Inept PR can ruin it. In its broadest sense, PR is a way of effectively and accurately communicating with your audience to make sure they understand your company. It also enables you to develop a positive image in their mind. One advantage of PR is that, unlike advertising, you can usually get it free of charge. Another is that favourable PR has greater credibility than similar claims made in an advertisement.