Higher customer loyalty implies a higher market share and an ability to demand relatively higher prices compared to those of competitors [4]. One major promotional tool is public relations, which refers to building good relationships with the company's public by obtaining favorable publicity, building a good corporate image and handling or heading off unfavorable rumors, stories and events [1]. Three factors for creating permanent relationships with customers are conversational reciprocity, reciprocal empathy and reciprocal vulnerability, which are effective via messages that allow information to flow and trust to build.