What is it? Public relations includes interactions with media of all kinds through press releases, interviews, public statements, etc.
Why would you use it? Businesses use public relations strategies to help get news coverage for important business developments that might be newsworthy in traditional media, trade publications, or other specialized media outlets. Sometimes public relations activities are needed to defend against negative publicity or in crisis situations.
Garnering news coverage for your company can provide instant exposure or expert status.
With regard to strategic marketing, public relations tactics are used to garner news coverage in an attempt to draw attention to a topic or subject to increase demand, share important updates quickly, or to obtain expert status by getting an endorsement of sorts by the media outlet.