PublicRelations is defined as "thedeliberate, planned and sustained effort to establish and maintainmutual understanding between an organisation and its publics, Institute of Public Relations. PR can be split into proactive - communications designed to build understanding and reactive-communications designed
to counter misunderstanding. Pro-active campaigns are long-term attempts to build on core values of the organisation, whereas reactive campaigns are often the result of the need to counter an event that
has resulted in negative views about the organisation, e.g. a plane crash, not enough helicopters for your army, etc.