Public relations (or simply ‘PR') focuses on communicating a message to maintain and increase the reputation of a company, brand, or organization. PRSA (Public Relations Society of America) defines public relations as: "a strategic communication process that builds mutually beneficial relationships between organizations and their publics." Edward Bernays, a nephew of Sigmund Freud, is sometimes referred to as the father of PR and the profession's first theorist for his work in the 1920s.