See your PR fly...
Public relations is about reputation - the result of what you do, what you say, and what others say about you. Public relations aims to earn understanding and support, and influence opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
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A good reputation is not earned overnight. It has to be carefully cultivated as understanding and support develop. The management of reputation has to be carefully undertaken with integrity and honesty.