Warren Buffet once said: "Your premium brand had better be delivering something special, or it's not going to get the business." Public relations is about managing your reputation – the results of what you do, what you say, and what others say about you. Public relations practice aims to look after your reputation, by earning you understanding and support, and by influencing opinion and behaviour. It’s a planned and sustained effort to establish and maintain goodwill and mutual understanding between your organisation and your publics.