What is PR?

“PR is the planned persuasion of people to behave in ways that further its sponsor’s objectives. It works primarily through the use of media relations and other forms of third party endorsement.” - Trevor Morris and Simon Goldsworthy

“PR is about reputation – the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” – Chartered Institute of Public Relations