Public relations is about reputation - the result of what you do, what you say and what others say about you. It generates understanding and support, and influences opinion and behaviour. PR is essentially third party endorsement where an independent (such as a customer, journalist or magazine) says something good about you. In a world where people are increasingly cynical about advertising (where you say something good about yourself), good PR is highly valued for the significant and tangible impact it can have on a business (see the “Creation Climbing launch” case study).