How does public relations typically support marketing efforts?

Public relations plays a critical role in supporting marketing efforts primarily by enhancing brand awareness and establishing credibility. By crafting strategic communication campaigns, public relations professionals can engage with target audiences, communicate a brand's message effectively, and foster a positive public image.

This aspect of public relations helps to create a foundation of trust and reliability for the brand, making it more appealing to consumers. When a brand is seen as credible and trustworthy, it can lead to increased customer loyalty and can facilitate the success of marketing initiatives such as product launches, special promotions, or events.

While managing customer complaints, producing promotional videos, and setting advertising rates can be important in the overall marketing mix, they do not directly capture the primary role of public relations in building long-term relationships with audiences and shaping the public perception of a brand. Thus, enhancing brand awareness and establishing credibility is the most fitting answer to this question.