While marketing is about selling products, public relations is about selling the brand of your business to the general public, which requires a different take. Because PR is broader, you’ll need to try to diversify the ways in which you communicate about your business, both in form and content.
This may mean targeting different types of media, for example a clothes retailer might usually approach a fashion magazine to display their products but should think about approaching the local paper for positive business coverage. The key is not to tout what people can purchase, but how good your business is. This includes highlighting any positive aspects of your business, from great employment conditions to business awards won.