Public relations manages the communication and transmission of communication between an organization or individual and the public and according to some historians dates back to 1800 BC The primary objective of public relations is to create a deliberate communication strategy and planned designed to enhance a customer's image, be it a product, a person, a destination, etc., and generate a positive public image by keeping the public's interest at the forefront. . This would include strategic competition management and conflict management functions. With an evolving definition that changes as the profession's roles change, the Public Relations Society of America (PRSA) led an international effort in 2011 to create a definition for public relations that was current and precise enough to replace the adopted definition in 1982 by the PRSA National Assembly. The definition that was produced defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics”. Publics refer to the group of people who follow the issues related to the organization, the term is preferred to that of stakeholders. (“What is public relations?” PR definition: PRSA official statement. Np, nd Web. Nov. 17, 2013). Public relations professionals craft messages and create campaigns designed to have a positive impact on their audience or the group of people who closely follow their clients. The field is often compared to other communications-related occupations such as journalism, advertising, and marketing, however public relations has its own goals. While writing is a critical aspect of both journalism and public relations, the channels and reach differ for both, and although mass… half the newspaper… Martin Luther King, another great public relations communicator. Rustin was also credited with helping King write speeches, briefing him before meetings, and managing his relations with the press, helping transform him into a global symbol of peace. Along with Ida Wells, other African American women have been credited with playing pivotal roles in the history of public relations. That includes Inez Kaiser, who founded Kaiser & Associates in 1957, the oldest African-American and woman-owned public relations firm in the country. She was the first African American woman to lead an agency with national clients and to join PRSA. She paved the way for women like Pat Tobin, founder and former president of the National Black Public Relations Society in 1987, providing mentorship, networking, job opportunities, peer-to-peer support, internships and more for minorities.