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

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The Public Relations Society of America (PRSA) writes in a Feb. 6, 2012, op-ed in The Drum about why it is leading an international campaign to modernize the definition of public relations. PRSA Chair and CEO Gerard F. Corbett, APR, Fellow PRSA, says in the opinion piece that the public relations profession has failed to adequately define its work, which has caused confusion about public relations’ role and value. He goes on to say that this has created a “PR challenge” for the profession, which PRSA’s “Public Relations Defined” campaign is out to change by “engendering a dialogue and debate about what public relations is, what practitioners do, how we do it and who benefits from our services.”

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Editor’s note: As noted in the blog post below, the open period for public comments has closed, as of Jan. 23, 2012. Comments on this post have been shut off to reflect the closure of that public comment period; however, commentary on the candidate definitions can still be sent to keith.trivitt@prsa.org for inclusion in the feedback analysis. PRSA’s Definition of Public Relations Task Force, along with the 12 #PRDefined global partners, will use this feedback to make final revisions to the three candidate definitions. A public vote of those candidate definitions will be held Feb. 13–26, 2012. Check this website for more details in the coming days. Thank you to all who participated in this initiative and provided feedback of the draft definitions.

Yesterday, we announced a modified plan and revised timeline for the “Public Relations Defined” initiative; one that allows for greater input from the public, the profession and our global partners.

Today, we are excited to unveil the three candidate definitions, one of which will form the basis of a new, modern definition of public relations.

As they now stand, these draft definitions comprise the collaborative work of many. Hundreds of professionals like you submitted your own definition of public relations during the two-week crowd-sourcing phase. Working from a qualitative and quantitative analysis of this input, PRSA’s Definition of Public Relations Task Force proposed six possible definitions, which were circulated to our global partners. Based on their collective feedback, the three candidate definitions you see below emerged. The definitions are presented in their raw form, with links to annotated versions for each.

We’re now commencing a public comment period, which will last through Jan. 23, so you can express your initial reaction to these draft definitions. We’ll then aggregate and analyze your feedback in preparation for a second “Definition of PR” summit meeting with our international partners, from which three final definitions will arise for voting by the profession. This additional step, we feel, will engender greater input and, ultimately, ensure we achieve the broadest possible consensus on — and satisfaction with — the new, modern definition of public relations.

We hope you’ll continue to participate and provide your honest feedback on the candidate definitions. Regardless of whether you love ‘em, hate ‘em or something in between, be sure to voice your opinion in the comments section below. After all, we want this definition to be the profession’s, and that can’t happen without your valued input.

A special thanks to Philip Sheldrake for his inspiration of the annotated versions of each definition.

#PRDefined Candidate Definitions

Definition No. 1:

Public relations is the management function of researching, engaging, communicating, and collaborating with stakeholders in an ethical manner to build mutually beneficial relationships and achieve results.

(Read the annotated version here.)

Definition No. 2:

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

(Read the annotated version here.)

Definition No. 3:

Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals.

(Read the annotated version here.)

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

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