Whether you are a business executive, small startup or large corporation, the success of your business largely depends on your reputation and the public’s perception of your brand. In today’s hyper-connected information environment, companies need to be more aware than ever before of everything they communicate to the public, as well as the footprint they leave online. Public relations experts help organizations and individuals establish effective, two-way communication with their audiences and shape positive perceptions of their brands.

In this video, Founder and Principal of Red Banyan Group Evan Nierman discusses the importance of public relations and explains why every company needs it: