The document discusses several key aspects of public relations (PR) including: 1) PR relies on persuasion and credibility and allows others to promote your messages through campaigns. 2) PR differs from advertising in its slower, relationship-focused approach to build credibility over time. 3) Effective PR ignites advocacy by defining the right message for the right community. 4) Business leaders benefit from PR's ability to build loyalty, shape reputation, and connect to communities in a cost-effective manner.