This document discusses redefining public relations (PR) and outlines a new definition. It suggests PR is about cultivating brand favorability and sustainable brand integrity by listening to and influencing important audiences to know, like, trust, be front of mind, or talk about the brand. It emphasizes that PR theory should be fundamental to practice, thinking outside the traditional "PR bubble", and focusing on brand favorability and integrity as measured by the "5 Golden Questions". The document calls on readers to help write the next volume in redefining PR for the future.