The importance of PR is growing by the day. Both government departments and the private sector have realized that advertising must be supplemented with an effective PR. This helps in two aspects: first in keeping close to the customer to satisfy needs and anticipate changes in customer demand, and second, to create a favourable impression among the people which advertising may sometimes not do. Multinational companies have recently launched customer clubs through which they keep in contact with their customers, take their advice and inform them of new products or services. A happy customer will most likely make repeat purchases, so an effective PR makes a good business sense too. It is a means to win customer loyalty.
