Public Relations (or PR) is a field concerned with maintaining public image for high-profile people, commercial businesses and organizations, non-profit associations or programs.

Globally, the profession is represented by The Global Alliance for Public Relations and Communication Management[3] which is the umbrella organisation linking PR Professional Associations worldwide. At its World Public Relations Forum in 2010, the Alliance accepted the Stockholm Accords[4] These accords present the practice of public relations in the following terms