What is "Public Relations?" A brief definition

People often ask, "What IS Public Relations, anyway?" For those people, I've come up with a brief definition that helps address many of the important issues that PR consultants deal with on behalf of their clients. Here it is:

pub·lic re·la·tions (noun)

the communications management function that seeks to:

• build, maintain and protect reputations
• develop and maintain positive images and perceptions
• change negative perceptions into neutral ones, and eventually, into positive ones
• create positive, clear and satisfying communications with customers and others being served
• manage outside communication to ensure accuracy and positive perceptions

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