There are a variety of reasons why companies engage in public relations. For some, it’s tied to an overall marketing strategy with a goal to increase sales. For others, the aim is to raise awareness.

Regardless of the reason a company might incorporate PR into their business plan, one benefit shouldn’t be ignored: The ability of PR to develop goodwill among the public.

When we meet with prospective clients, they rarely say one of their PR goals is to make people feel good about their brand. But there’s a definite “feel-good” proposition to PR that exists somewhere in the minds of corporate leaders when they decide to hire a PR firm.

And really, they have the right idea. Using PR to build a positive reputation and loyalty for your company is exactly the point. It’s all about sending the message – to customers, employees, the news media and the competition – that your company is committed to excellence.

When goodwill really comes in handy is if and when a company is faced with a crisis. Developing a positive, trusted relationship with the public surely helps when a problem is brought into the spotlight.

Take two companies that have recently been faced with crisis: BP (of course) and Tylenol. Although BP has worked hard over the last several years to position themselves among the competition as “Better Petroleum,” they are still seen as a corporate oil giant – and consumers don’t feel personally connected to the company or product.

Tylenol, on the other hand, has always been known as a trusted source and leader in their industry. Because of the goodwill Tylenol has generated prior to their recent crisis, I’m far more inclined to go back to purchasing their product after the dust settles than I am inclined to stop at BP for gas.

Goodwill can be developed in a variety of ways. However, like any good PR strategy, it takes time, effort and dedication to develop. But creating goodwill over the long term can make a world of difference when the (oil-soaked) tide turns against you.