ABSTRACT
That’s not an easy question to answer. If you were to think that public relations is about putting a client’s best foot forward, you’d be right. If you proposed that public relations is about dealing with the media (keeping your client’s name either in the media or out of it), you’d be right as well. If you believed that public relations is helping clients and organizations get along with their constituencies, you’d be right again. In fact, public relations can involve all of these and more. Public relations involves everything from planning complex communications campaigns to writing a letter to the editor. It involves any activity that enhances the reputation of your client, mediates disputes between various publics and your client, helps to achieve mutual understanding among all parties involved in an issue, advocates on behalf of a client or cause, provides guidance and direction, and results in positive and mutual well-being.
