I learned the definition of PR in journalism 101 and it’s always stayed with me – PR is the relationship between an organization and its publics. There is a divine truth in that definition – PR is the great equalizer. If an organization prioritizes its relationship with its stakeholders and most important audiences, then it will be more insulated from crisis. The long-term health and sustainability is dependent on that relationship. It is transparency, openness, clarity… it is listening, responding, engaging. It is what matters. Organizations exist to serve their publics, and it’s the reason why I chose PR as a profession. It is what matters to me.