This document discusses how public relations (PR) can benefit sales. It outlines that PR provides visibility for a brand by placing messages in various media outlets, which helps keep a company's name top of mind. PR also provides credibility when a company is referenced by third parties. Additionally, PR can generate early stage leads through content like news releases, whitepapers, webinars and podcasts. The document provides examples of how Cincom has successfully generated leads through PR content in the past. It then outlines Cincom's PR focus areas for fiscal year 2008, which include increasing media placements, developing an employee communications program, and raising the profile of the CEO. The role of a CEO's reputation for a company is also discussed