Public relations is the profitable integration of an organization’s new and continuing relationship

“Public relations is the profitable integration of an organization’s new and continuing relationship with stakeholders, including customers, by managing all communications contacts with the organization, which creates and protects the brand and the reputation of the organization.” – Clarke L. Caywood, Ph.D., Professor. I bogen Strategic Public Relations and Integrated Marketing Communications, McGraw-Hill, 2012, side 3.

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PR should be practiced to serve the public interest

“We believe PR should be practiced to serve the public interest, to develop mutual understanding between organizations and their publics.” – James E. Grunig

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Public relations deals with the managing of social responsibility

“It is common understanding in public relations practice that practice deals with the managing of social responsibility, and with avoiding or solving conflicts between corporate behaviour and the general public perception of social responsibility.” – Two Basically Differing Roles for Public Relations in the Corporate Practice of Social Responsibility, Susanne Holmström, Journal of Communication Management, 1997

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