South Africa, March 16 -- Public relations is a vague term for an industry of different services, specialities and personalities. I've been in the industry for 20 years and I still haven't quite figured out how to explain to people what PR is.

The dreaded 'what do you do' question hangs over my head whenever I meet someone new. Sometimes I get away with saying 'PR', but often I elaborate with an explanation: "I build companies reputations through relationships with the media."

Which is a half-truth at best. PR is so much more.

Getting to grips with my own industry

I thought some research would help, so my first stop was Wikipedia, where I learnt that Ivy Lee, the man who turned around the Rockefeller name and image, and his friend, Ed...