Public relations is an important part of any business management. Having a public relations effort being undertaken for your company is important for a number of reasons. Firstly, you need to be able to resolve issues en-mass in some circumstances. If you have a faulty product, launching a campaign to respond efficiently is an important job that you need to do if you intend to preserve you brand. There are instances where this won’t be enough, and then you have to start a new branding campaign. Creating brand recognition is the second role which a PR campaign should fulfil. Establishing your business’s brand can be a long and painful path; having excellent PR representation is important in this regard. Using PR as an element in your marketing campaigns is essential to a serious marketing strategy. Having a way to quickly respond to problems, or to provide information directly to those it interests, both of these are important roles which a publish relationship manager can fulfil. Using the internet has made this all a lot easier, as it provides an avenue for direct access from you to the customer, and visa versa.