Professor's quote is a classical one. It is about where we started and developed as the industry. And it was valid in the Marketing Era when the ad was a king. Today, I believe we are moving forward from Public Relations (PR) to People Relations (PR). Nowadays, it is not very clear what an organisation is and its publics: we are moving to Picnic Society where each person can be a member of different circles or tablecloth in the park. Each person can create or ruin; we do not have clear inside and outside audiences. And the best PR professional is the one who knows the Picnic circles and relations between them the best. James E. Grunig is 🇺🇸 public relations theorist, Professor Emeritus for the Department of Communication at the University of Maryland.