"Public relations (PR or P.R.) The activities and attitudes
intended to analyze, adjust to, influence, and direct the opinion
of any group or groups of persons in the interest of any individual,
group or institution. Though many people work in public relations
agencies (companies or firms exclusively devoted to the development
of public relations activities in behalf of clients), the largest
number work in government agencies, companies, and organizations.
In its broadest sense, public relations include advertising and all
forms of communication. In a narrower conception, however, the field
generally excludes advertising except for institutional, or good will
advertising or other targeted advertising. The field is characterized
by the publics to which appeals are made to accept, support, or purchase
certain public policy decisions, political candidates, or products
and services, such as community relations, employee relations, financial
relations, legislative relations, and "general public" relations.
Ideally and in its broadest sense, public relations helps an organization
and its publics to adapt mutually and/or to achieve the cooperation
of groups of people. Public relations practitioners conceive and execute
programs designed to achieve objectives related to specific groups
(publics), goals, and strategies, utilizing publicity and other communication
techniques. An organization with good public relations has a favorable
image or reputation, perhaps as a result of public relations activities."
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