Because you want more cluck from your buck. You want to give the right impression, first time and every time. You want to say what you need to say, to whom you need to say it, at a time and place that suits them, safe in the knowledge you’re maximising your ROI. You might want to build your brand, manage an issue, or position yourself as an employer of choice: all added value exercises that enable you to invest for the long term. Or maybe you just get a buzz from shouting about your success. Nice, isn’t it?