Public Relations.

What comes to mind? Is it the old saying "any publicity is good publicity?" Because that's wrong. Completely wrong.

Public Relations, without getting into jargon, is building a mutual relationship with specific groups of people. These specific groups of people, called publics, vary from organization to organization. If you run a space-age themed pizza parlor, then the publics you want to build a relationship with will differ from a non-profit charity that sells handmade hats to raise funds for in-debt cancer survivors.

Public Relations is finding out how an organization can provide, improve upon and raise awareness of a service. PR is a creative career of brainstorming, planning and executing brilliant ideas that – in the end – benefit both the organization and the publics. Let's say the space-age pizza parlor earns business with happy sci-fi loving customers. Meanwhile, the non-profit makes the world a better place by assisting the lives of cancer survivors. Whether it's finding a niche in the food industry or giving cancer survivors the financial relief they need, both parties benefit from their relationship. That's PR.

For larger corporations, Public Relations Specialists are the conscience of the business. Because bad business is bad PR. And a bad workplace environment is a place where no one wants to work. These things are evaluated and improved by public relations teams.

It doesn't matter what sector it's in: fashion, food, hospitality, healthcare, non-profit, technology – public relations is essential, and it's not a fad going away any time soon.