Public Relations correctly done is highly effective for most businesses. It is significant when a company, product or service cannot establish and maintain a notable differential advantage by itself, i.e., when you have many competitors. When this is the case, you can still separate yourself out from the pack by emphasizing your organization’s unique qualities or values. As an example, your company may be a great place for people to work, be more public spirited, be more philanthropic, have more client successes, or just be better at consistently telling your story and creating news around what you do.

PR should be a standard part of any organization that wants to thrive. Generating goodwill and publishing your good works will help any business.