The positive image of the company and its good name remain to be of major importance to businesses operating in a highly competitive environment. The loyalty of the customers is crucial to the company both in good and in bad times, when it can diminish the negative effect of the crisis. This is the reason why PR instruments are starting to be widely used to ensure the loyalty of the target audiences.

The following PR activities can help to achieve these goals:

• Developing and maintaining positive image and reputation of the company and its products;
• Top management publicity;
• Corporate brand positioning;
• Corporate idea and corporate culture support.