It is absolutely necessary to have a clear and accurate definition of what PR is and how it will affect your business.
According to Merriam-Webster Dictionary public relations is:
“The business of inducing the public to have understanding for and goodwill toward a person, firm, or institution ; als the degree of understanding and goodwill achieved.”
In one of my favorite PR textbooks, Strategic Communications Planning: For Effective Public Relations & Marketing by Laurie J. Wilson and Joseph D. Ogden, they define PR as:
“An organization’s efforts to establish and maintain mutually beneficial relationships in order to communicate and cooperate with the publics upon whom long-term success depends.”
Both are correct, however when people ask me about PR I tell them:
“Public Relations is a way for you or your business to communicate with your publics to show that you or company is really as good as you claim. It is about positively building your relationships among your clients, competition and media outlets.”
Overall, if you only get one thing out of these definitions you should understand PR is about building positive and beneficial relationship between you and others. Everyone has some story to tell whether it is about a product, an individual or whatever and that story can positively impact your public. It is all about your image and how you are perceived among your target audiences.