Why is good comunication important for succseful bussines

We have witnessed a PR increase of 35% since 2005 and advertising drop of 3% (for detailed information please refer to the Efficency in PR). It is an interesting trend. In addition to the obvious characteristics of PR efforts in the domain of credibility, additional, very important reason is the connection between business strategy and that of PR. In short: good communication helps the business by decreasing investments and increase of ROI. For a thorough analysis please refer to the link.