It is the paramount objective of Public Relations to create goodwill and to retain it thereafter. Public Relations is all about establishing goodwill between the organisation and its various stakeholders, i.e., employees, clients and media. For doing this, PR practitioners must be adaptive to everything in the process of creating goodwill. Public Relations helps in building a goodwill account for a brand in such a way that the brand can even survive negativity. Creating goodwill is even more imperative now after the turbulence of the last couple of COVID years. The forthcoming edition of WPRF talks about all these and many other elements while focusing on building goodwill for better good.