ABSTRACT
Public relations (PR) are the great amplifier to make big ideas even bigger. PR is authentic. It plays a central role in building a brand's credibility, and in today's transparent world, the advocates for a brand must truly believe in the brand and the company, whether that is a celebrity, influencer or a consumer. PR starts and builds meaningful conversations and human interactions about a brand and its benefit. PR helps to shape deeper brand relationships. For the most part, their Chief executive officers (CEOs) or leaders have been major sources of encouragement and, in some cases, have even led the reorganization within the marketing discipline. Training, advancement, and mobility are stimulated within the marketing function to inspire new thinking and provide new opportunities. Amy Curtis-McIntyre called herself a 'conductor' and Simon Sproule referred to himself as 'air traffic control'.
