PR is becoming the most effective communication tool in this day and age. That is because the consumer is not seeking out traditional advertising anymore. In fact, they might even be using their own effort to avoid it. The big advantage of PR is that a company can very quickly react to any changes in the market  or any kind of communication error.  Forget lenghty campaign creating process, media and print orders etc. Sometimes while dealing with those things, the matter gets fixed in the meantime, but maybe not to the clients liking.