When does a company need to turn to public relations (PR) to get its message out? That is one of the fundamental questions facing business leaders nearly every day. The challenge of making your company known, selling a product or service or idea and clearly stating who you are and what you stand for is a complex one. This requires a willingness to share stuff about yourself that you may not think necessary; it demands a thoughtful review of where you are as a company and what you might have to tell people; and it really calls into the whole