Public relations is communicating the attributes of your brand to a set of target audiences that you choose to engage. Strategic PR can assist you in identifying who your audience is and how best to reach them. This process should use key message strategics. This process should use key message strategies backed up by a solid communications plan.
Publicity differs in this regard as it is designed to influence perceptions of products and brands. Words are the medium to reach the media, to capture the attention of the editors or journalists, who in turn use them to fill their ink and air space. Media releases contribute mostly to publicity.