Public Relations Defined:Public Relations Defined:
Candidate Definition AnalysisCandidate Definition Analysis
Gerard Corbett, APR, Fellow PRSAGerard Corbett, APR, Fellow PRSA
Chair and CEO, PRSAChair and CEO, PRSA
WelcomeWelcome
AgendaAgenda
 Meeting introduction (G. Corbett) — 2 minutes
 Introduction of participants — 2 min.; 4:00 total
 Meeting...
Introductions
 Public Relations Defined Global Partners:
 Canadian Public Relations Society
 Chartered Institute of Pub...
Introductions
 Public Relations Defined Global Partners (not
expected on today’s call):
 Arthur W. Page Society
 Hispan...
Protocol
 20 min. deliberation per candidate definition (60 min.
total)
 Requested edits made in real-time by PRSA staff...
Discussion of Public Comment on
Candidate Definitions
David Rickey, APRDavid Rickey, APR
Chair, PRSA Definition of PR Task...
General Feedback Analysis
 In general, tone toward initiative was positive
 Comments reveal preference for definition No...
Discussion of Candidate
Definitions
Public Relations DefinedPublic Relations Defined
Global PartnersGlobal Partners
Candidate Definition No. 1
 Current form:
“Public relations is the management function of
researching, engaging, communic...
Candidate Definition No. 1
 Modified form:
“Public relations is the management function of
researching, communicating and...
Candidate Definition No. 2
 Current form:
“Public relations is a strategic communication
process that develops and mainta...
Candidate Definition No. 2
 Modified form:
“Public relations is a strategic communication
process that builds mutually be...
Candidate Definition No. 3
 Current form:
“Public relations is the engagement between
organizations and individuals to ac...
Candidate Definition No. 3
 Modified form:
“Public relations is the strategic process of
engagement between organizations...
Final Thoughts
Thank You
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Definition of PR Summit (Candidate Definitions) Presentation

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  • Actually I,m too happy of PR modern definition '“Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations/companies/factories and their publics.” what about procedures & formats ?
    thanks
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Definition of PR Summit (Candidate Definitions) Presentation

  1. 1. Public Relations Defined:Public Relations Defined: Candidate Definition AnalysisCandidate Definition Analysis
  2. 2. Gerard Corbett, APR, Fellow PRSAGerard Corbett, APR, Fellow PRSA Chair and CEO, PRSAChair and CEO, PRSA WelcomeWelcome
  3. 3. AgendaAgenda  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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Discussion of Public Comment on Candidate Definitions David Rickey, APRDavid Rickey, APR Chair, PRSA Definition of PR Task ForceChair, PRSA Definition of PR Task Force
  8. 8. 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
  9. 9. Discussion of Candidate Definitions Public Relations DefinedPublic Relations Defined Global PartnersGlobal Partners
  10. 10. 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.”
  11. 11. Candidate Definition No. 1  Modified form: “Public relations is the management function of researching, communicating and collaborating with publics to build mutually beneficial relationships.”
  12. 12. Candidate Definition No. 2  Current form: “Public relations is a strategic communication process that develops and maintains mutually beneficial relationships between organizations and their key publics.”
  13. 13. Candidate Definition No. 2  Modified form: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
  14. 14. Candidate Definition No. 3  Current form: “Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals.”
  15. 15. Candidate Definition No. 3  Modified form: “Public relations is the strategic process of engagement between organizations and publics to achieve mutual understanding and realize goals.”
  16. 16. Final Thoughts
  17. 17. Thank You

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