Just what is public relations?
It can mean different things to different people, but taking a look at a definition carved out at Wikipedia offers one version.
And focusing on various portions of that definition can spur on any number of questions. Here's one, when thinking about "exposure to your audience":
Who is your audience?
How do you reach them now?
Is there a more effective way of reaching them?
How can you expand your existing audience?
What does your audience need to know?
What will move them to take the action that you desire?
Do you need to create different messages for different segments of your audience?
Any business ought to be in the continual process of updating their answers to these questions. When's the last time you took a step back from your day-to-day work and did so?