Training for parity in this arena is often difficult. The various client expectations called on for the PR executive to execute are complex and demanding. A great amount of investment is at risk. But the rewards for being able to successfully organize Madiba’s birthday or support Virgin Airlines as a safe and stable airline immediately after an air disaster, is very much a part of the PR portfolio. An ability to coerce the media to compliment what is otherwise termed as “hard Advertising” takes a special commitment. Major manufacturers – looking for short-term turnover – depend on competitions to restart old products. Sporting events, International competitions, environmental developments and a host of social changes need the constant attention and support from PR companies. Without this type of support, many individuals and companies would fail to create Brand awareness.