Traditionally, larger companies devote a portion of their budget to public relations, or PR, by hiring experts, either in-house or through a public relations firm, to manage the company’s messaging. The communication needs of a larger company can be time consuming and costly, especially if the strategy includes crisis communication. Most small companies avoid investing in PR and place an emphasis on traditional marketing or advertising to spread the word about a company’s services, but both are necessary. Marketing, especially …more