For a company that is not achieving its potential the best solution for it is Public Relations. Public Relations can be used to either make or break a companys image. How a company interacts with the public is extremely important as this will determine how successful it will be now and in the future. Many companies big or small have used Public Relations to help improve its image. This ultimately leads to increased profits as people like being associated with good companies. Publicity is therefore important whether good or bad. The question is how the company uses this publicity. Depending on which direction they choose to take it will make the difference to them. That is where a Public Relations firm comes in. Their work is to come up with strategies that best suit a company so that they can improve their overall image in the eyes of the public. This is also beneficial for companies that are starting up. Public Relation firms will help them put their name out there.