Virtual public relation is gaining popularity among large multinational corporations as they seek to improve their communication strategies at reduced costs. Most of these multinational corporations are under pressure to improve on their public relations to manage their customers adequately. However, hiring employees in the public relations department can be very costly, especially if it is within the United States or other Western countries. Virtual public relation has gained massive acceptance among many multinational corporations because of its efficiency and the comparatively low cost on these firms. Apple Inc and Samsung are fierce rivals in the electronic market. The two firms have been struggling to gain control of the global market for electronics, creating stiff competition in this industry. These two firms need to keep a close relationship with its global clients and other stakeholders around the world. It can be very costly for these firms to hire public relations employees in all the countries in the world. To address these global communication needs, these firms have realized that the best approach would be to outsource these services by developing virtual public relations. In this research study, the focus will be to determine how these two firms have been using this new service to improve their communication systems. Critical Appraisal of the Websites In the current globalized society, websites have become very important in defining the success of an organization. The brick-and-mortar stores are fast losing their appeal as firms struggle to expand their market share. These two firms are operating in the global market, and may not have the capacity to establish their stores in all these countries. For this reason, they partner with retail outlets in various parts of the world to sell their products. This means that the only way through which these firms can interact with their customers directly is through their websites and other customer care services through the marketing department. This means that websites play a pivotal role in these firms in drawing customers to their stores. Whenever a global customer needs information about these firms or their products, he or she will visit the websites of the companies. Therefore, it is important to ensure that these websites can communicate effectively with the visitors and offer the needed information with ease. Critical appraisal of Apple Inc’s Website According to Gregory (2003), a website is like an ambassador of the firm to the world, and the impression it gives will be assumed to be the real image of the firm it represents. As an ambassador, a website should give the accurate image of the firm, and convince the visitors that the firm is sensitive to their needs and can meet them. The website of Apple Inc has some features that may be considered its major strength as it strives to reach out to the global society. In these websites, the icons to different pieces of information that may be needed appear clearly at the top part of the webpage. The first icon on the extreme left leads to general information about the firm, while the second icon provides information about the stores where customers can get the products. The next five icons provide pieces of information about five uniq