Public Relations (PR) is as important to a company as the product or services it sells. Without the appropriate corporate image, a company's full potential will not be reached. Essential functions of public relations include research, planning, communication and evaluation, leading to an understanding and respect between a company and the public it serves.
Hundreds of thousands of dollars can be spent on branding and price and product marketing, but if the public does not respect or trust an organisation the true potential of a marketing campaign will not be met. PR helps to bridge any gap between an organisation and its public. This is equally important to organisations established in a particular market and to organisations entering new markets. PR campaigns developed from product start up help build platforms to public acceptance and subsequent success.
