Creating "just the right image" in the public's eye is essential for the survival of any organization today and that's where public relations come in. In trying to determine what public relations really was the author looked at many definitions. The definition by the Institute of Public Relations says, "Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics." American author Alan …showed first 75 words of 1113 total…

…showed last 75 words of 1113 total…in the general scheme of an organization's objectives one of the most valued and important. The author believes that we have only seen the beginning of the importance of PR in organizations today and with the ever-increasing globalization we will continue to see the growth of PR. <Tab/> References Newsom, D., Turk, J. V., Kruckeberg, D. (2004). Chapters 1, 2 & 4, This is PR, The Realities of Public Relations. PR Roles and Specialties.