why it is crucial
It’s learning by doing which is always better than not knowing what to do after learning.
Basically not every brand needs full-range PR support, because of: budget limitations; desire to test the market (or product); as a result — undefined marketing strategy; intention to cover PR by the brand founder etc. But as soon as the brand enters the public environment, the issue of adequate communication and interacting with media and opinion leaders becomes as crucial as packaging choice or product development. And it’s always better not to change the positioning of your brand in the middle of the way.
