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- The projection of the personality of a company or organisation.
- The organised intercommunication between an organisation and the audiences critical to its success, the aim being to create understanding and support for its objectives, policies and actions.
- The management activity responsible for the creation of favourable attitudes among key audiences.
- An exercise in diplomacy：putting the facts and viewpoints of the client to whatever ‘jury’ is appropriate—government, the buying public, shareholders, a committee of inquiry or whatever.
- Something that embraces all activities that build good relations with audiences, attempting to change negative or incorrect opinions and reinforce positive or correct ones. In other words, projecting a ‘good feeling’ for an organisation and turning the negativeopinion into positive one.
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