Public relations can be a vital part of the marketing campaign of the organization. Instead of paying a great deal of money for advertising a product or service, the PR can provide free or relatively low cost communication with individuals outside of the company. There are several reasons why PR is essential for keeping external public's informed. First, it is necessary for a company to build up its reputation. People are more willing to use companies that they feel are providing a positive benefit to them or their community. Second, PR is often used to influence the public. This is especially true for political action groups, associations and other similar organizations. Third, with all the bad news in the media, people want to hear something decent that is happening for a change. Public relations specialists can show the positive impact that a company is having through its community relations, for example. Fifth, public relations is one of the best ways to build a brand name. Why spend a great deal of money advertising a name such as Nike, Element or Red Bull, when the name and logo can be placed on the T-shirts for the fundraiser or the fliers for a university project that is being sponsored? Sixth, PR is a perfect way to communicate with the target market(s). A business may be communicating about an improved service, spreading information about the company or making a major announcement. It is important to communicate this publicly, but the only people that are important to reach are potential prospects, clients or investors, in the case of a partnership or a public company. An example of this is lobbying government. Seventh, in the case of a crisis, PR can get the word out quickly to specific audiences much, much faster than an advertisement. Eighth, to raise awareness about an issue that the company is supporting.

             Why is it important to reach the employees? First, because out of respect for their support and hard work, they should be the first ones to know if the company is undergoing any changes and new information is going to be announced.