A public relations firm is a tool, and like any other business tool, you need to be deliberate about how you use it. Even if you have your own public relations department, or you do your own PR, having a dedicated group working on spreading the word about you, your name, and your brand is the most efficient way of building brand awareness and staying in the public eye. You’re trying to become and remain relevant, and even if you don’t have a big project you can announce, once you’ve established that relevance, you at least need the appearance of being hard at work on the thing people know you for. Here are a few specifics about what a good PR firm can do for you.