DEFINING PUBLIC RELATIONS pp.298-302
Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public.
PRSA (2010) – Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony. Public relations serves a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, schools, colleges and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences of publics such as employees, members, customers, local communities, shareholders and other institutions, and with society at large. The managements of institutions need to understand the attitudes and values of their publics in order to achieve institutional goals. The goals themselves are shaped by the external environment. The public relations practitioner acts as a counselor to management and as a mediator, helping to translate private aims into reasonable, publicly acceptable policy and action.
People who work in the public relations industry are generally known as flacks, public relations specialists, communications specialists, or media specialists. Their primary function is to serve as advocates for their employers—businesses, hospitals, universities, nonprofit associations, and other organizations that wish to build and maintain positive relationships with the public.

A SHORT HISTORY OF PUBLIC RELATIONS pp.302-305 * Early Public Relations p. 302
Archeologists in Iran uncovered a tablet from 1800 B. C. E. which now we call public information bulletin. Julius Ceasar would give the people of Roman Empire reports of his