A good PR practitioner understands how to create stories around your business that build into a growing and complete picture of your brand.  Today’s trend in PR and marketing is for ‘thought leadership’, meaning you can gain valuable exposure with intelligent and relevant industry commentary.  With some quick thinking, reaching out can lead to great new connections and media attention.  If you are anticipating success before PR, you have it back to front.  Achieving significant and wide-ranging editorial exposure can be the key to helping your business get off the ground in the first place.