There's some misconception about what PR actually is. It's not simply "free advertising," and it certainly isn't guaranteed coverage. Public relations is people relations — networking with the media to tell compelling client stories that engage the public.
One world record-holding bull. The return of a historic live auction in the Fort Worth Stockyards. An enticing announcement to attract bidders and media alike.
What does this all add up to, you ask? One amazing public relations opportunity.