Technology has transformed the way we find, connect with and grow our customers. As businesses and consumers increasingly move online, the barriers between you and your audience break down, and it becomes possible for companies to form more direct relationships with their clients. Leveraging PR way to establish relationships and trust with your customers will help you succeeding in this world. PR is how businesses establish trust with consumers. It’s basically a third-party endorsement. With traditional media now supplemented by social media and online content, good PR makes the connection with your customers a two-way street.