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The end may be higher sales in business or even to calm panic in a society. If the organization, people, product, service or place was in fact truly decent and useful then there would not be a need for public relations. A good public relations mantra in my opinion would be a lie is not a lie if you do not get caught.
The Public Relations Society of America has originated their own widely accepted definition which is "Public relations helps an organization and its publics adapt mutually to each other" (www.prsa.org, 2006, About Public Relations). This definition reiterates my personal definition without using biased language...
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