The goodwill of the public is the greatest asset any client can develop. A public that is well informed and holds a positive attitude toward the organization is critical to its success. Public relations builds good relations between a company and the various publics with which it deals. Public relations programs that are successful do offer credibility not usually associated with advertising. Being able to tell a more thorough and objective story about a product or service is far more credible and adds depth to the campaign.

Public relations and advertising are separate disciplines, but the two work best when linked into a Total Integrated Marketing approach to achieve greater communications benefits for a company.