The reason why PR is one of the world's fastest growing industries is because it works. All research shows successful PR campaigns are much more effective than advertising or other marketing techniques, and usually for a much smaller investment. PR is about building reputations; furthermore it is about enhancing and protecting those reputations. PR spreads messages about your organisation and what it does. It can be used to raise the profile of a new product, to gain the trust of the public or patients or to increase awareness and understanding between key stakeholders and interested parties. A good reputation means people are more likely to: - Have confidence in your services or products - Purchase or use your services or products - Be persuaded by your messages - Be supportive of your aims and objectives - Recommend others - Take you seriously and respect your views - Remain loyal to you