The Public Relations Society of America has been crowdsourcing a new definition of the profession. They decided they needed a definition because (how’s this for irony?) PR professionals have a hard time explaining exactly what they do to non-PR people.
After gathering input from PRSA members, the group has crafted three possible definitions for what PR is. Here they are:
- 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.
- Public relations is a strategic communication process that develops and maintains mutually beneficial relationships between organizations and their key publics.
- Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals.