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The dictionary definition of public relations is, "The art or science of establishing and promoting a favorable relationship with the public," (from The American Heritage Dictionary of the English Language, Fourth Edition, copyright 2000 by Houghton Mifflin Company). It's interesting that the dictionary defines public relations as both an art and a science. The art of public relations is the ability to craft compelling press releases and other content for public relations, and to cultivate the relationships with editors that get those materials disseminated to the public. The science of public relations is the organized methodology used to identify and contact the appropriate journalists, and the dissemination of the correct materials to those professionals at the right time.