Public Relations (PR) is crucial for businesses today because it shapes how people perceive a company, builds trust, and helps manage its reputation in a fast-moving, hyper-connected world. With customers, investors, and employees all paying close attention to what a business stands for, PR acts as a bridge to communicate values, tell compelling stories, and address concerns before they spiral out of control. In an era where social media can amplify a single misstep into a full-blown crisis overnight, having a solid PR strategy means a business can respond quickly, stay ahead of narratives, and maintain credibility.

This is where Dan’s expertise truly shines. Mr. Abarca graduated Class of ‘22 from the #1 Communications School in America at the time, the S.I. Newhouse School of Public Communications at Syracuse University with a Major in PR. Through rigorous case examples, studying, and in-field experience, Dan has a concrete foundation in the field after learning the practice for over seven years now.

Good PR can boost brand visibility, attract new customers, and even make a company more appealing to top talent—all without the hard sell of traditional advertising. Studies show people trust earned media (like news coverage or influencer mentions) way more than paid ads—about 70% of consumers say they’re influenced by articles or reviews over commercials. Plus, in competitive markets, standing out often comes down to relationships and perception, not just products or price.

On the flip side, ignoring PR can leave a business vulnerable. A lack of proactive communication can let competitors or critics define the story instead. Today’s audiences expect transparency and authenticity, and PR helps deliver that, whether it’s through highlighting a company’s sustainability efforts or smoothing over a PR hiccup. Basically, it’s not just about looking good—it’s about staying relevant and resilient.