It is anything your company or organization does to represent itself to the world. Awareness of your company, organization and product. Damage limitation when things go wrong with your company, organization and product. Consumers are increasingly influenced by perceptions and image. Without a public face, your company is anonymous.
Advertising is very expensive.
PR can help offset some of this cost. Image Consider what Virgin s public-eye image would be without Richard Branson. Radio has an audience reach in the UK of 48 million adults with, on average, each listener tuning in for 23.6 hours per week. Good coverage in broadsheet national newspapers gives a perception of the company dealing with world players of high standing. Good coverage in magazines is more durable because of the coffee table factor.