As Benoit (1997) stated, “image is a central concept to the field of public relations” (p. 177). However, the field of public relations continues to search for a strong definitional concept of itself and its practices. The dilemma lies in other’s recognizing public relations as a credible science of communication and planned action. Popular opinion seems to hold to the concept that the practice of public relations is a “fly by the seat of your pants” activity rather than one consisting of scientific and cultivated processes. Coombs and Holladay (2007) address common criticism of public relations as being manipulative and self-serving, as well as the misconceptions that at its core it is publicity. They make a case for the importance of professional work and scholarly research in the continuance of constructing a service-based definition of public relations in terms of serving stake-holder’s interests.