public relations trade, which is publicity. Definitions Ivy Lee, the man who turned around the Rockefeller name and image, and his friend, Edward Louis Bernays, established the first definition of public relations in the early 20th century as follows: "a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization... followed by executing a program of action to earn public understanding and acceptance." However, when Lee was later asked about his role in a hearing with the United Transit Commission, he said "I have never been able to find a satisfactory phrase to describe what I do." In 1948, historian Eric Goldman noted that the definition of public relations in Webster's would be "disputed by both practitioners and critics in the field." According to Bernays, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public's consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support. In August 1978, the World Assembly of Public Relations Associations defined the field as "the art and social science of analyzing trends, predicting their consequences, counselling organizational leaders and implementing planned programs of action, which will serve both the organization and the public interest." Public Relations Society of America, a professional trade association, defined public relations in 1982 as: "Public relations helps an organization and its publics adapt mutually to each other." In 2011 and 2012, the PRSA solicited crowd supplied definitions for the term and allowed the public to vote on one of three finalists. The winning definition stated that: "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." Public relations can also be defined as the practice of managing communication between an organization and its publics. History Public relations has historical roots pre-dating the 20th century. Most textbooks regard the establishment of the "Publicity Bureau" in Boston in 1900 as marking the founding of a public relations profession. Academics have found early forms of public influence and communications management in ancient civilizations. Aristotle's Rhetoric, for example, explains core foundations for persuasion. Evidence shows that it continued to evolve during the settling of the New World and during the