If you've ever wondered just what public relations is all about, you're not alone. PR is a bit like taking a Rorschach test; it means different things to different people.

That's why a recent article at Inc.com is helpful in cutting through some of the clutter surrounding the profession. Writer Steve Cody does more than that. He explains why public relations is often more effective than traditional advertising. 

Media interviews can be difficult experiences, even for those who've done them hundreds of times. So, expect the butterflies in your stomach and sweaty palms. That's natural.

Preparation is always the best way to calm some of your fears and help you look and sound your best. Here are three key points to consider when preparing for an interview. 

1. Determine your most important message and how you will say it. Don't simply respond to questions. Always take advantage of an interview to tell your story. That message should flow out of the context of the interview. 

The next time you write a press release, don't write just one. Considering writing several, each one with a different twist or variation on the same theme.

A press release can be revised to fit multiple niche media outlets. With all of the websites, blogs and social media pages available today, your message can be targeted to the perspective or point of view of those sites.  

More and more of us are getting our news through so-called "incidental exposure." That's the term E-contentmag.com uses to describe how people come across news serendipitously, while they are surfing the web or clicking on links suggested by someone they know.

Consider your own experience when you see a link to a story from a friend or in a Tweet from someone you follow. You weren’t looking for it. You weren’t even on a news site, but you click on the link and, presto, you're now reading or watching the story.

The impact from a media relations and public relations perspective is to understand that it's not enough simply to get a story placed with a newspaper or broadcast outlet. That story then needs to be shared with friends and followers who would otherwise never see it. The process might go something like this:  

You've arranged the ribbon-cutting ceremony, sent out the advisory, crafted the press release, put together a press kit for reporters. It's all set to go. 

The event begins and you realize something is wrong. The CEO is talking, but his remarks are all over the place. He's so busy thanking people and caught up in the moment, that he fails to articulate the key message of the press release. 

Then, it hits you.