There are many definitions of public relations. Judi Wax Public Relations believes that public relations is about building relationships through communication and activities that engage various sectors of the public to influence their attitudes and behaviors toward a particular product, service, organization, individual or cause.

Public relations routinely uses the media — newspapers, magazines, radio, television and the Internet — to communicate its message. There are many other means to reach people including event and mobile marketing, cause-related marketing, product placement, sponsorships and viral marketing. JWPR explores many options when counseling clients and developing PR strategies and plans.

When it comes to public relations, everything you do or say contributes to the perceptions people have. JWPR develops strategies and tactics that drive favorable perceptions.