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It is a human tendancy to judge a book by its cover, many people form judgements based on their appearance, clothes, house and the car he/she owns without realising what they might or might not have in their bank account or the equity market. Similar is with companies, the right brand image attracts more key audiences than the balance sheet of the business. PR is increasingly about credible communication with the target audience which greatly affects the business results, such as influencers, shareholders and customers. PR in today's competitive world is important for effective branding and image building, that's why smart businesses never fail to notice Public Relations. A good PR agency will take care of all the elements of a corporate, from personality and tone, key message and end goal, emotional and functional benefits, to its reputation. A right PR strategy can help increase company's performance and credibility. It has become extremely important to adopt PR if one wants to adept the brand image of their company.