What Classics and Arkyt said in the last two posts is the essence of the matter. Though I’m not so sure about the value of PR in the future – having a good PR does not necessarily translate into sales, I can vouch for that.
Focus on creating the things that your customers will enjoy and want to read – make them feel safe – and your income will increase.
Your PR will naturally increase as well over time. But don’t focus on building PR – that’s not what regular visitors focus on when they visit the site.