The following terms are used in the definition of PR:
'Organisation' can be a government body, a business, a profession, a public service or a body concerned with health, culture, education - indeed any corporate or voluntary body large or small.
'Publics' are audiences that are important to the organisation. They include customers - existing and potential; employees and management; investors; media; government; suppliers; opinion-formers.
'Understanding' is a two-way process. To be effective, an organisation needs to listen to the opinions of those with whom it deals and not solely provide information. Issuing a barrage of propaganda is not enough in today's open society.