Public relations is the act of creating and using communications activities and vehicles to create, strengthen and preserve favorable opinion to attain corporate goals. PR tools include press releases, media pitches, speaking opportunities, bylined articles, and social media. To build a PR campaign, objectives and target audiences are determined, tactics are based on influencers, and messaging is developed. Media lists of targeted journalists are built and outreach is conducted by introducing the company and pitching story ideas. The goal is to have a financial impact through increased sales, market share, funding, and other quantifiable objectives.