People employ a PR agency in order to change or enhance their reputation. Your reputation can be greatly altered by what you do, what you say and what is said about you. There are various techniques that can be used by a PR agency in order to get the right results. Media relations plays a big part in the role of a PR consultancy but there are also sponsorship, conferences and events that can be used in a PR campaign too. A PR campaign is often launched if you have a news story or if you have a new product to launch, but a campaign can also help with long-term goals such as building your brand. PR has a lot more credibility and authority than advertising because you are not paying for the exposure that you receive. The third party has endorsed you and your brand voluntarily and this makes PR much more powerful. A company can benefit from a PR campaign in a range of ways. But overall, you will find that your brand becomes strengthened, you get your message out there and form public opinion of your company with the help of the right PR agency.