PR can be highly effective in most businesses. Where it can make an enormous difference, however, is where the merchandise or service cannot establish and maintain a big differential advantage by itself. Where this is often the case, you’ll still separate your company from the remainder by emphasizing your unique qualities or values. For example, you’ll be more caring, more public-spirited, more international, or simply better at creating news that will keep your name insight and help shape positive perceptions. PR should be a staple of any firm that must survive and grow. The benefits are as great for someone like Virgin as they are for a corner shop that stays open all hours. Generating goodwill and a positive attitude will help any business. If you sell to the general public, good publicity can have a dramatic effect, particularly in industries like fashion. PR also can be a crucial part of your promotional activities whenever you launch a replacement product or service.