n a world of communication clutter, a brand’s Public Relations Strategy is a key determinant of its image and resulting equity generated within the customer’s mind. In fact, PR has proven bigger than marketing, advertising, sales and distribution in shaping consumer opinion and attitudes - factors that affect a brand’s success. A successful PR strategy is the result of a holistic approach that combines in-depth knowledge of branding and marketing; keen business acumen, understanding of psychographic behaviour patterns of human beings; reliable market data; and a thorough grasp of communication techniques - synergized thorough the application of Public Relations principles and Creative Thinking - and made productive by ensuring ROI, Measurability and Accountability. Further, an Integrated PR plan for a brand also aligns the overall PR strategy with corporate goals, policies, practices and public interest to maximize impact.