"Public relations 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 mutual understanding between an organisation and its publics." The Chartered Institute of Public Relations, UK

"Public relations helps an organization and its publics adapt mutually to each other." The Public Relations Society of America