PR can have a significant impact on a company’s brand and reputation. It is a gateway that allows for the increase in public perception and sentiment of the brand. There are a few reasons as to why PR is important for brands. These range from increasing brand sentiment, generating leads,sales, and profits, and building credibility, to creating an active playing field and connecting to targeted audiences. Branding and PR for startups helps brands tell their stories, distance themselves from their competition, and provide a constant stream of ideas which the media looks for to engage with their audience. It also helps when things are going good or bad, as when companies face unsatisfied or disgruntled customers, there may be reviews, comments, websites, and so on which try to tarnish their reputation. PR campaigns can help redirect and mitigate this negative information on the brand, leading to positive and more engaging content. Consumers tend to feel more comfortable with brand’s who are already established. This comes down to showing a history of strong media coverage which ranks highly in search results. It can be easy to feel overwhelmed with PR, but when it all comes down to it, there are many services and methods they can use to ease the process and put a step in the right direction.