Sherinian defines good PR in two ways: first,he emphasizes that it is not about spin; and second,it is exactly what it says--good relations with your public.He describes corporate social responsibility as a basic part of the commitment that a brand or an organization has with the world in which it operates.He emphasizes that neither CSR nor PR can operate in a vacuum in any organization.It's got to be part of a brand's purpose.It's at the heart of what's going on--or it should be--and as such,CSR and PR must be integrated as well.