We believe that the traditional model of top-down communications, where a high proportion of a marketing budget is spent on advertising to talk at people, is simply no longer effective. PR Builds Brands - Advertising Defends and Maintains Brands. To be successful today you need to create a better brand image. And what is brand image? Brand image is a perception in the prospect's mind. Perception is the name of the game and PR is the only way to create a better perception. PR has credibility. Advertising can come and go, but with a solid PR campaign you connect with your audience on a long-term basis.