Definition of PR Summit (Candidate Definitions) Presentation

Public Relations Defined: Candidate Definition Analysis

Welcome Gerard Corbett, APR, Fellow PRSA Chair and CEO, PRSA

Agenda
Meeting introduction (G. Corbett) — 2 minutes
Introduction of participants — 2 min.; 4:00 total
Meeting protocol — 2 min.; 6:00
Presentation of candidate definitions (D. Rickey) — 10 min.; 16:00
Deliberation of each candidate definition (All) — 60 minutes (20 minutes each); 1:16:00
Votes on candidate definitions — 5 min.; 1:21:00
Final thoughts, adjournment — 5 min.; 1:26:00

Introductions
Public Relations Defined Global Partners:
Canadian Public Relations Society
Chartered Institute of Public Relations
International Association of Business Communicators
International Association for the Measurement and Evaluation of Communication (AMEC)
Global Alliance
Institute for Public Relations
National Association of Government Communicators
Public Relations Society of America
Public Relations Student Society of America

Introductions
Public Relations Defined Global Partners (not expected on today’s call):
Arthur W. Page Society
Hispanic Public Relations Association
National Black Public Relations Society
Word of Mouth Marketing Association

Protocol
20 min. deliberation per candidate definition (60 min. total)
Requested edits made in real-time by PRSA staff within this presentation
At conclusion of deliberations, motion made for roll-call vote to ratify definition wording

Discussion of Public Comment on Candidate Definitions David Rickey, APR Chair, PRSA Definition of PR Task Force

General Feedback Analysis
In general, tone toward initiative was positive
Comments reveal preference for definition No. 2
Majority desire more simple, intuitive definition
Concern that “stakeholders” and “audiences” is jargon
Questions concerning inclusion of “ethical” in definition

Discussion of Candidate Definitions Public Relations Defined Global Partners

Candidate Definition No. 1
Current form:
“ 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.”

Modified form:
“ Public relations is the management function of researching, communicating and collaborating with publics to build mutually beneficial relationships.”

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

Modified form:
“ Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Current form:
“ Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals.”

Modified form:
“ Public relations is the strategic process of engagement between organizations and publics to achieve mutual understanding and realize goals.”

Final Thoughts

Thank You

Definition of PR Summit (Candidate Definitions) Presentation

by Public Relations Society of America on Feb 29, 2012

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Definition of PR Summit (Candidate Definitions) Presentation Presentation Transcript