Public relations is the work of placing a firm and its projects in credible media outlets within its sector. This is a distinct service from social media; whereas social media builds a direct presence with an audience, public relations builds editorial credibility that direct publishing alone cannot create. When Kollectif publishes an article about a project, when Constructo covers an achievement, when FORMES features a firm in its pages, it's no longer the firm speaking about itself. It's a recognized third party validating its work. This is a fundamental difference.