Welcome to media relations, and congratulations on your sales position. That's right. You're in sales. If you recoil at the term, it's time for some sober truths. Public relations in total is a sales activity: "selling" a product, company, individual or idea as worthy of a desired action from your target audiences. Consider the words of legendary sales trainer, Zig Ziglar, who rightfully insists: "Everyone is in sales."