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Why does PR work?

Short answer – because it fills a need for information.

Expanded answer – because P.R. disseminates “needed” information widely and at relatively low cost to an audience who are keen to find it. P.R. then often provides a starting point for interested engineers/buyers looking for solutions to engineering/cost problems. So not only does P.R. “work” in a functional sense, it also works in a business sense. More here.