Public Relations is a misunderstood concept. It is much more than media relations or giving parties and organising press conferences. Public Relations is primarily about "Reputation Management".
Managing your reputation is about being proactive. It is about predicting what could damage your public image and taking measures before something happens. It is about having a set of rules regarding conduct towards groups affecting your business, in any way possible.
And yes, it is also about organising events and showcasing your products and services, and taking pride in receiving enthousiastic comments. Afterall, we all want to feel appreciated and proud of our work.