Creating a shareable experience to get people taking is one way of using PR to either complement your advertising budget or simply when you have a shoestring budget.
PR is commonly used to raise the profile of a business and portray it in a good light. Most PR is common sense, but when it comes to spending money on publicity you need to think of who you are targeting. PR-conscious companies are able to generate a warm glow about their activities that encourages people to shop, reduces staff turnover and makes selling to cynical buyers that much easier. "Yes, I've heard good things about you.”
PR often works alongside advertising and can reduce the amount you need to spend without reducing sales. Another bonus is it can publicise your special qualities, often at no charge, to those groups of people who matter to you most.
To deafening cheers, Owen Wilson and Ben Stiller stormed the Valentino catwalk during Paris Fashion Week last year in a headline-grabbing PR manoeuvre to announce the decision to make 'Zoolander 2.' The two Hollywood stars reprised their roles as male models Derek Zoolander and Hansel, immortalized in the hugely popular 2001 movie, on the catwalk for Valentino's ready to wear fall/winter 2015-16 show. Now who would have thought this would be a typical PR move for a movie release?