We Plorin was asked her definition of public relations, she gave her answer in many parts. When working with clients, she breaks down her goals as "helping them understand what they what to say, understanding who they really want to say it to, and then finding out where those people are." She acknowledges that the definition of public relations in constantly evolving. However, she noted that the constants in the definition include perception, media relations, influence, and anything that is beyond paid advertising. Plorin recognizes that in order to accomplish the goals of Lovell Communications, she needs a well-trained staff who are ready to work hard in a cooperative work environment. There are five things Plorin looks for in her staff: writing
