Public relations (PR) is the department or function responsible for evaluating public opinion
about, and attitudes toward, the organization and its products or brands. Public relations personnel
also are responsible for fostering goodwill, understanding, and acceptance among a company’s
various constituents and publics. Like advertising, PR is one of four variables in the promotion
mix. One of the tasks of the PR practitioner is to generate favorable publicity. By definition,
publicity is communication about a company or product for which the company does not pay