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Why redefining PR is not unlike herding cats

By Linda Forrest

The PR industry has been aflutter with activity in response to the recent efforts of the Public Relations Society of America to crowd source a new definition for PR.

Rather than leave it open ended, PRSA has gone with a fill-in-the-blank (in this case, parentheses) approach:

Public relations (does what) with/for (whom) to (with/for) for (what purpose).

If you wish to weigh in, submissions will be accepted at the above link until the end of the week, with a new definition targeted for publication before the end of the year.

It has indeed been quite some time since the term has been defined, nearly 20 years, during which time the means by which public relations is conducted has evolved markedly from dead trees to digital zeros and ones, shifting from a one-way conversation to a multi-stakeholder conversation.

From the PRSA website:

The PRSA 1982 National Assembly formally adopted a definition of public relations, which remains widely accepted and used today:

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

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