To marketing practitioners and academics, public relations is one of the four Ps – product, place, price and promotion – which make up a successful marketing campaign. This is not incorrect – public relations can play an essential role in creating successful products – if the other elements are right, of course. Traditional healthcare PR truly does benefit enormously from being a one-way, direct communication channel. You can tightly control and target your messaging, making it more likely to reach your relevant audiences. The media have an important role in establishing a brand and