Most people know that good public relations are needed to sell products or services. Public relations, and the narrower focus of media relations, contribute to the milieu of your overall marketplace. By that, we mean the specific reputation of your products, customer service, personnel and competition. Why does anyone do business with one company or another? For example, one company prefers to do business with a bank that is close-by, another will only deal with one that has a good reputation for loans. A third customer may be motivated by a combination of reputation and services. The point is that most purchase decisions are not made in a vacuum. They are made based on a whole combination of factors, and it doesn't matter whether you are selling high technology, pharmaceuticals, real estate or education, customers must recognize your name and believe that your company and it's products are trustworthy. You also need public relations to get ahead of your competition. If they aren't in touch with the media yet, it's only a matter of time.