This essay discusses the importance of public relations for business success in a highly competitive market, using Lululemon as a case study. It highlights the measures taken by Lululemon to reshape its business practice after facing challenges with product quality and negative comments from the CEO. The essay emphasizes the role of public relations in building a good organizational image, attracting customers, identifying target customers, and increasing brand presence. The success of Lululemon in the South East Asian market is attributed to its strategic use of public relations.