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Final Candidates for a Modern Definition of Public Relations

Posted by Gerard Corbett in February 9th 2012  
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Following a productive period of submissions, comments and deliberation, we are pleased today to announce the final candidates for a modern definition of public relations. The definitions you see below have been developed by PRSA’s Definition of Public Relations Task Force, in consultation with our 12 global initiative partners. The candidates reflect nearly 1,000 submissions received last November and the hundreds of comments many of you provided on the draft definitions we presented last month.

Public voting is open from Feb. 13–26, 2012. We anticipate announcing the final winning definition, based on the public vote, the week of Feb. 27, 2012.

Vote on a Modern Definition of Public Relations Here

How The Definitions Were Developed

From Jan. 11–23, 2012, PRSA hosted a public-comment period for feedback on three draft definitions. Those drafts were based on an analysis of 927 submitted definitions received during the initial crowdsourcing phase, as well as feedback from a variety of blog posts and online commentary.

PRSA then convened a second Definition of Public Relations Summit with our initiative partners to pore over all submissions and public comments, using that information to revise the candidate definitions. What you see below represents the outcome and output of that meeting.

We’ve made a few minor changes to the original draft definitions. We listened to your feedback and made great effort to include that in the final candidate definitions. The wording is tighter, some redundancies have been removed and words that can be construed as jargon (e.g., “stakeholders” and “audiences”) have been replaced by more common language.

In short, the candidate definitions represent the perspective and wishes of the profession. We said from the start that no one entity would “own” this definition; rather, it will belong to the profession. It is up to you to vote on which definition you feel personifies the modern role and value of public relations. PRSA will adopt the winning definition to replace our 1982 description.

What’s Next

We ask you to vote on one of the three candidate definitions below.

Of course, the process doesn’t have to end there. Please free to add further feedback and opinions in the comments section of this post and other online forums. The success that this campaign has achieved thus far — bringing together a global profession to collectively discuss and debate the changing role of public relations — would not be possible without your input and support.

PRSA may be leading this campaign but it has truly taken a village to make it work. For that, we thank you.

Voting closes Feb. 26, so get in your note now!

Gerard F. Corbett, APR, Fellow PRSA, is chair and CEO of the Public Relations Society of America.

under: Public Relations Defined Initiatve
Tags: #PRDefined, definition of PR, definition of public relations, modern definition of public relations, new definition of PR, PR, PRSA, public relations, value of PR, what is PR?
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Newer Comments  →
  • Pingback: PR Forum » Voteaza si tu definitia PR-ului!()

  • SJ

    Three utterly horrible choices that do not pass the Plain English test. I am sorry, but is it really so difficult to say what you mean? I chose the least appalling of the three, but the options should have included “none of the above”. 

  • Marlene Neill, APR

    I know definitions have to be concise, but what these do not capture is the boundary spanning role of PR.  PR sometimes has to represent the views of key stakeholders in the board room to prevent major blunders.  It’s typically raised as have you thought about what (insert public) might think about this…they might think…

  • Tom Becktold, Business Wire

    ( x ) None of the above.  It’s about reputation stewardship and management

  • Pingback: Voting on the #PRDefined Finalists is Happening Now - PRNewser()

  • Alan Stamm

    Each buzzword-packed definition seems as though it came from a wind-up jargon machine.
    I don’t know anyone who says “publics” or “mutually beneficial relationships” in conversation.

    I’d prefer to define our profession the way real people talk, with something such as:
    “Public relations is a strategic communication process that reinforces
    an organization’s mission and messages.”

  • April Mae Johnson

    The three candidates subtly highlight something different and unique about the PR profession. May I recommend the definition blend all three: Public relations is the ethically strategic process of research, communication and engagement between organizations and publics to achieve mutually beneficial relationships.

  • Alan Stamm

    Each buzzword-packed definition seems as though it came from a wind-up jargon machine.
    I don’t know anyone who says “publics” or “mutually beneficial relationships” in conversation.

    I’d prefer to define our profession the way real people talk, with something such as:
    “Public relations is a strategic communication process that supports
    an organization’s mission and messages.” 

  • Kevin Lane

    All three are weak and too vague. Feel free to adopt my definition: “Public relations is a
    management function that uses strategic, ethical, two-way communications processes
    to develop and maintain mutually beneficial relationships between an
    organization and its key publics, in support of the organization achieving its
    goals.”

  • Pingback: El BLOG de Benito Caetano » Final Candidates for a Modern Definition of Public Relations. Tiene hasta el 27 de febrero para votar:()

  • Tia-Lea

    As a newby in the field, I have to say that I don’t think that any of the three finalists completely cover all of the bases of what PR encompasses. I am working as a comms officer, yet find myself working in promotions/marketing as well and at times struggling to slot all of my daily actions into the correct section of my reports. There is definately a blurring of lines happening there.
    Reading through the comments just highlights the cynicism that exists in an industry struggling to handle its own reputation while trying to squeeze itself into a tight defintiion. Please…..someone add something optimistic…….I’ve just arrived here and the atmosphere is tense

  • Pingback: PR Redefined | A Keyboard Is Mightier Than The Sword()

  • Dominik Lux

    I’ve voted #3

    definitly

    Dominik Lux
    http://www.luxundpartner.at

  • David Brodie

    These are really the final three options? These are jargon-filled phrases that are absolutely meaningless to anyone that does not work in PR. 

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