Definition of Public Relations (PR) by Frank Jefkins

"Deliberate, planned and sustained effort to establish and maintain understanding between an organisation and its public."
- Frank Jefkins

• Deliberate, planned and sustained: Organised as a campaign or programme and therefore not haphazard. A continuous effort.
• Mutual understanding: Make an organization understood to others. By being understood, it is hoped that goodwill is built up.
• Establish and maintain: Create and retain the goodwill. Important concept as this is the main objective of PR.