1.
Public Relations Defined:Public Relations Defined:
Candidate Definition AnalysisCandidate Definition Analysis

2.
Gerard Corbett, APR, Fellow PRSAGerard Corbett, APR, Fellow PRSA
Chair and CEO, PRSAChair and CEO, PRSA
WelcomeWelcome

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.
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.
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.
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.
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.
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.
Discussion of Candidate
Definitions
Public Relations DefinedPublic Relations Defined
Global PartnersGlobal Partners

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.
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.
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.
Candidate Definition No. 2
 Modified form:
“Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and
their publics.”

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.
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.
Final Thoughts

17.
Thank You