At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization.
UBC – University of British Columbia
Researching, conducting and evaluating, on a continuing basis, programs of action and communications to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fundraising; employee, community or government relations; and other programs.