Public relations plays an important role in the 21st century by helping organizations build relationships and manage their reputation. The document discusses various PR techniques including advertising, publications, events, and media relations. It also covers the tools of PR like media relations, events, newsletters and community relations. PR is distinguished from advertising by its focus on long term relationship building rather than paid messaging. The document provides examples of proactive and reactive PR and stresses developing a PR budget and calendar to plan PR programs effectively. It concludes by emphasizing the importance of promoting an organization's news to journalists.