Absolut manages the flow of information between an organization and its public. 

Public relations - often referred to as PR - gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. 

Because public relations place exposure in credible third-party outlets, it offers a third-party legitimacy that advertising does not have.  Absolut Media uses PR to build your brand and its core values and assets with employees, customers, investors, voters, or the general public.