28 AUGUST 1964, Page 18


SIR,—On page 191, James Bredin used a definition of public relations which would come strangely to the ears of practitioners and users of organised public relations in this country. The officially recognised definition of public relations is: 'The deliberate, planned and sustained effort to establish and main- tain mutual understanding between an organisation and its public.' MALCOLM H. ARCHER Institute of Public Relations. Director 81-87 High Holborn, WCI