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Ivy Lee, the man who turned around the Rockefeller name and image, and his friend, Edward Louis Bernays, established the first definition of public relations in the early 1900s as follows: "a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization...followed by executing a program of action to earn public understanding and acceptance." According to Edward Bernays, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public’s consciousness.Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public.This differentiates it from advertising as a form of marketing communications.
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Jobs central to public relations include account coordinator, account executive, account supervisor, and media relations manager.