Something that every person involved in public relations knows is that press releases are a very important tool in the industry. But if you have not been involved in PR for a period of time you might be under the assumption that a press release is the most important tool that you can use in the PR industry, but this is far from the truth. Press releases are an important tool, but they are not the most important tool that you can use. In fact when it comes to press releases you should actually use them in combination with other PR tools to help get your clients or your organizations message across to the general public. But those other PR tools should be focused on tracking current and emerging trends in your industry. A good saying to remember about press releases is that "PR does not stand for press release".