Many companies with small budgets mistakenly think they can use "free" advertising as they define public relations. Indeed, some companies do rely only on public relations only if the unique selling proposition is so newsworthy that the news media will be the carriers of the company's message. Apple is a master at this whenever that company launches a new product. Can you think of any other product that relied solely on public relations? What was it about its unique selling proposition that made this feasible for this company?