The impact of third-party unbiased product attention or endorsement has great power and can contribute to product awareness, credibility, and ultimately lead to more sales. Communications should be a continuous part of your company's operations. As an investment in your company's success, it's as important as engineering or manufacturing. Apart from crisis communication , issues management or a product launch, public relations informs, persuades and ultimately aims to change the behaviour of consumers, employees and clients. The impact of public relations builds over time, with the repetition of key messages in a variety of contexts.
Communications is an investment in the competitiveness of a business.
In general, the communications budget should be about one percent of sales. This varies depending on the different audiences , both internal and external, you want to communicate with, and the messages which need to be communicated. Communications is key to the success of a new product or start-up business because it generates name familiarity and product awareness and acceptance. Communications can be more effective than advertising in influencing your customers' behaviour. Communications is a tool for image-shaping, opinion making and influencing.