Reputation and credibility of a company, its products or services, are the fundamental values for its accurate market performance. These perceptions are made by the internal and external publics to whom these organizations relate to, through direct or indirect ways, such as employees, unions, business partners, suppliers, communities, government, non governmental organizations, etc.

Accurate acting in the public relations area can be the best instrument for the consolidation of an institutional image or for the creation of an entrepreneurial identity. Among the available instruments there are relationship programs, internal and external communication projects (online and offline), social, cultural or social programs, etc.

PR strategies may also be used to start up marketing programs, supporting the trademark positioning, products launching, new concept development for operation and foster new business partnership. Activities are developed inside an integrated global communication plan, adding efforts of Pr to other market actions just like publicity, sales promotion, direct marketing, digital marketing, merchandising, etc.