Public sentiment is everything. With public sentiment, nothing can fail; without it, nothing can succeed.- Abraham Lincoln -"Fundamentally, public relations is public relations." (Public Relations Writing, 2000, p.10) The public can be any group of people who share a common interest. By communicating in different ways organizations want to establish, develop and maintain a positive relationship with different groups. This is just one basic definition of public relations, but it is actually much more challenging to actually define and practice public relations. Due to the rapidly changing world through advanced technology, public relations has increasingly become a global activity. Nowadays it is one of the fastest growing professional employment sectors in the world. The public relations profession must be constantly adapted to the needs of society through which different people and different organizations from different countries form a variety of definitions. Public relations is no longer seen as a one-way conversation but a two-way one. One-way communication like war propaganda wants to win a united public opinion by influencing and persuading public opinion to increase the business of the organization whereby two-way communication creates mutual understanding with the idea that even an organization constantly changes its attitude and behavior and not just the target audience. Although marketing and public relations have different results in reaching audiences through communication, confusion still exists between marketing and public relations. Before defining public relations with all its wants and needs, it is important to understand the difference between these two. Public relations is about building... middle of paper... more information regarding the various audiences that organizations serve. Public interest holds the utmost importance for a public relations professional. References Baskin, Otis W. (1997). Public relations: The profession and practice (4th ed.). Boston: McGraw-Hill. Center, Allen H. (2003). Public relations practices: Case studies and managerial issues (6th ed.). Upper Saddle River, NJ Prentice Hall International.Cutlip, Scott M. (2005). Effective public relations (9th ed.). Upper Saddle River, NJ Prentice Hall International.Newsom, Doug (2004). This is PR: The realities of public relations (8th ed.). Belmont, CA: Wadsworth/Thomson Learning.Treadwell, Donald (2000). Public Relations Writing: Principles in Practice. Boston: Allyn and Bacon. Wilcox, D. (2005). Public Relations: Strategies and Tactics (7th ed.). Boston: Allyn and Bacon.