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The acronym stands for "Public Relations". The term was used for the first time in the preface of the 1897 Yearbook of Railway Literature, by Ivy Lee. He pioneered in PR, along with Edward Louis Bernays: both consistently laid the foundations for a professional embodiment of the activity.
The acronym stands for "Public Relations". The term was used for the first time in the preface of the 1897 Yearbook of Railway Literature, by Ivy Lee. He pioneered in PR, along with Edward Louis Bernays: both consistently laid the foundations for a professional embodiment of the activity.


The latter established the first definition of public relations in the early 1900s: "a management function which tabulates public attitudes, defines the policies, procedures, and interests of an organization followed by executing a program of action to earn public understanding and acceptance."
The latter established the first definition of public relations in the early 1900s: "a management function which tabulates public attitudes, defines the policies, procedures, and interests of an organization followed by executing a program of action to earn public understanding and acceptance." Today contemporary definitions tend to think beyond Bernay's traditional approach, strongly influenced by crowd psychology, in favor of communication and relationship building.


In 2012, the Public Relations Society of America (PRSA) used crowdsourcing to come up with an updated definition of the field, which resulted in: "a strategic communication process that builds mutually beneficial relationships between organizations and their publics".<ref> [http://www.mediapost.com/publications/article/169417/crowdsourcing-a-modern-definition-of-pr.html]. This approach tries to think beyond Bernay's traditional definition, strongly influenced by crowd psychology, in favor of communication and relationship building.
At Mozilla we turn to PR to maintain our organization’s reputation with the market, users, developers, and influencers. Much like how we develop our products in the open, we strive to communicate in an open and transparent way: reporters have direct access to information on wikis and attend public project meetings, providing information and context as-it-happens.


We turn to PR to maintain our organization’s reputation with the market, users, developers, and influencers. Much like how we develop our products in the open, we strive to communicate in an open and transparent way: reporters have direct access to information on wikis and attend public project meetings, providing information and context as-it-happens.
== What's the role of a PR practitioner? ==
 
A PR person plans, develops, implements PR strategies and defines their objectives and their targets.
 
The function may include, depending on the company:
* researching and analyzing strategic data (e.g., market intelligence, benchmarking, public opinion studies)
* redacting and distributing news releases to mass media, partners, ...
* gathering and analyzing media coverage
* liaising with internal (inside the company: e.g., spokespeople) and external agents (e.g., Press, partners)
* updating information on the company's channels:  website, social networks, internal magazine, ...
* organizing events
* sourcing and generating sponsorships
etc
 
All those activities convey establishing the good image of the organization, and avoiding/preparing for/managing crisis.


== Objectives ==
== Objectives ==


promote goodwill
promote goodwill
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