Positive Media Coverage Remains the Major Benefit of PR Like most marketing and communications tools today, public relations (PR) is an evolving process. The lines have blurred, and PR shares the spotlight with promotional tactics such as advertising, marketing, collateral, Internet campaigns and marketing content. However, PR continues to deliver a unique contribution within this dynamic landscape -- the building of credibility. As a major NJ PR firm, we are dedicated to enhancing a client’s reputation by utilizing the varied tools of our trade to generate news. Articles placed in well-respected trade and consumer publications—both print and online— continue to command greater credibility than most marketing activities. The ability to build status through third-party coverage remains one of the major benefits of PR.