Wednesday 28 September 2016

REVEALED: The ‘New’ Definition of Public Relations

The Public Relations Society of America (PRSA) has crowdsourced its new ‘official’ definition of the discipline of public relations.

* drum roll *  HERE IT IS:

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

It was no small feat to get to this point in terms of coming up with a definition of PR that accurately reflected the profession as it’s practised today. Read the back-story here.

This too is a good yarn in the New York TimesPublic Relations Defined, After an Energetic Public Discussion

According to Wikipedia: The PRSA, founded by Richard Rotman, defined public relations in 1982 as:

“Public relations helps an organization and its publics adapt mutually to each other.”

Hmmm. The more things change, the more they stay the same.

Personally, I’ve always liked the looser definition of “Doing good things and telling people about it”. Not sure who came up with it, but it’s the only one I’ve ever been able to remember!

These days I’m more about CONNECTION … CONTRIBUTION … CULTIVATION … COLLABORATION.

But that’s another story (more on that later).

PR
For what it’s worth, you can chuck in all the new tools and what not but the new definition still stands – and personally I think it’s a good one. It is, ultimately, what we do in the PR game (despite what Government spin doctors might think).

Once more with feeling:

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

What do you think?

Article source: http://prwarrior.typepad.com/my_weblog/2012/03/revealed-the-new-definition-of-public-relations.html