Does every company need PR. To me it seems like if a company were already ethical PR wouldn't be needed, actions speak louder then words. It seems like the only reason for PR is when the company screws up.
The fact is companies need PR to communicate in a non-selling way. Its not just there for handling crisis in the public eye it also represents the company in good times. If a company is very ethical it is unlikely the general public will ever know. Without PR a highly ethical company is basically neutral in the public eye That is why PR is still important even to companies that don't have problems in the public eye. In addition if they ever did mess up they would be able to handle it.
Public relations will always be present for a company. Even if the company's doesn't organize public relations there still will be PR. Therefore might as well take the effort to organize it.
This is some information on PR:
http://www.futuresimple.com/blog/pr-without-breaking-your-budget/
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