I caught this article and it really resonated with me. I meet so many companies who think that PR = name in the newspaper and that name in the newspaper = free sales in perpetuum. That is just not the case. 

I think PR is one of the least understood industries because even some really smart, really successful people that I know just don't understand it at all. 

And while startups are generally bad at it, the PR industry is really bad at explaining their own value. 

PR seems to me to be a state of mind. You need to commit to it - there is no lazy way to get truckloads of organic traffic or to get new customers wanting what your current customers have already got. You need to keep at it. Put in the time, keep telling your story and engage people. Because at the end of the day, as the article says, people are really interested in people.