PR is defined by the ( British ) Institute of Public Relations ( IPR ) as the planned and sustained effort to establish and maintain good and mutual understanding between an organisation and its publics.

Planned and sustained effort implies that PR is organised as a campaign / programme and is a continuous activity. Its aim is to ensure that organisation is understood by others. Beyond understanding it achieves specific objectives which involve solving communication problems—converting negative attitudes into positive attitudes. It brings about change. Publics are those groups of people with whom an organisation communicates either internally or externally. Such groups could be community, employees—existing and potential, suppliers, investors, distributors, consumers and opinion leaders.

Propaganda is the means of gaining support for an opinion, creed or belief. It concentrates on matters of heart and mind. These are spiritual, emotional or intellectual topics. Propaganda benefits the propagandist, but not necessarily the recipient. Propaganda may be used for good, bad or indifferent causes.