Every business wants to have a customer base that likes and supports them. They want customers who are also their fans and there's nothing wrong with that. In my opinion, PR's efforts have the goal of creating a likeable brand image for the public. In other words, strategically influence and shape public opinion. The encyclopedia Britannica says about the influence of public opinion that "it is a powerful force in [...] culture, fashion, literature and the arts, consumer spending, and marketing and public relations."
The Public Relations department or specialist can - in the simplest terms - choose what to say to the public and the public will react and form an opinion based on this. This is all for the brand's own good because it's the way the company is perceived to the public. Every business is (or should be) concerned about its reputation.
Thoughts?