The document discusses modernizing the definition of public relations as the current definition from PRSA from 1982 is outdated. It provides sample definitions from various sources and commentary noting confusion around what public relations is. It recommends updating the definition to represent the strategic role of public relations in fostering mutually beneficial relationships and engaging in modern communications. The future may bring a revised industry-owned definition as professionals want greater involvement in defining their work.

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Backgrounder
September 8, 2011
Modernizing the Definition of Public Relations
I. Representative Sample of Current Definitions
A Google search on “definition of PR” yields more than 64,000 results; some of the more
prominent definitions include:
PRSA: “Public relations helps an organization and its publics adapt mutually to each other.”
Canadian Public Relations Society (CPRS): “Public relations is the strategic management of
relationships between an organization and its diverse publics, through the use of
communication, to achieve mutual understanding, realize organizational goals, and serve the
public interest.” (Flynn, Gregory & Valin, 2008)
Chartered Institute of Public Relations (CIPR): “Public relations is about reputation — the
result of what you do, what you say and what others say about you. Public relations is the
discipline which looks after reputation, with the aim of earning understanding and support and
influencing opinion and behaviour. It is the planned and sustained effort to establish and
maintain goodwill and mutual understanding between an organisation and its publics.”
“Effective Public Relations” (Cutlip, Center and Broom): "Public relations is a management
function that establishes and maintains mutually beneficial relationships between an
organization and the publics on whom its success or failure depends."
Paul Holmes/Holmes Report: “Public relations is the business of helping organizations create
policies, craft messages, and engage in conversations that enhance the relationships between
the organization and its key stakeholders in order to maximize the benefits of those
relationships to both parties.”
Dictionary.com: “The actions of a corporation, store, government, individual, etc., in promoting
goodwill between itself and the public, the community, employees, customers, etc.”
Merriam-Webster: “The business of inducing the public to have understanding for and goodwill
toward a person, firm, or institution.”

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II. Sample Industry & Mainstream Media Commentary
From Jayme Soulati’s “Help PRSA Define Public Relations”: “Sadly, the current Public
Relations Society of America website adopted a definition of PR in 1982, and it has never
changed! (Do you realize this definition below pre-dates the fax machine?) In my post, I called
upon PRSA to update the definition (others agreed), and here’s what the highly confusing
explanation states: ‘Public relations helps an organization and its publics adapt mutually to each
other.’”
From HeidiCohen.com’s “31 Definitions of Public Relations”: “Say PR, as in public
relations, particularly during a conversation about marketing and/or social media, and
participants are liable to have vastly different perspectives on the topic.”
From The Economist (“Rise of the Image Men,” Dec. 16, 2010): “After a century of spinning,
PR Man remains uncertain of his proper role. Is he a master manipulator? Is he the devil’s
advocate (as long as Satan pays his fees)? Or is he a benign bridge-builder between the
corporate world and the public?”
From Jack Shafer at Slate.com: “Most PR campaigns are "smear campaigns.” … “Every
reporter approached by PR firms knows that the primary focus of PR firms is to push lies. If PR
people were being paid to push the truth, they'd be called reporters.”

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III. Why Update the Current Definition
PRSA’s definition of public relations has not been updated since 1982, though in 2007, PRSA’s
Advocacy Committee, and a 2003 special Committee to Define Public Relations, discussed that
possibility, without issuing a formal recommendation to the PRSA Board of Directors or
otherwise moving forward. The 2003 PRSA Committee to Define Public Relations formally
agreed to a new definition (see below), though it was never formally adopted by the PRSA
membership.
Recommended definition from the 2003 PRSA Committee to Define Public Relations:
Public Relations is the professional discipline that ethically fosters mutually beneficial
relationships among social entities.
Recent discussions, blog posts, tweets and mainstream articles have suggested that (1) public
relations professionals (and, thus, the audiences we serve) continue to struggle with the
question: “What is PR?”; (2) many industry professionals are unhappy with the current
definitions; and (3) no one definition is considered “the” de facto industry definition.
PRSA staff have been listening to and engaging in many of these conversations.
There is a modern dynamic at work, as well. Changes in technology have created a new set of
expectations with regard to whom should “own” the definition. Professionals from all corners of
the public relations industry seem to want greater involvement and ownership with how their
work is defined. They don’t want to live by someone else’s definition; they want something they
can own.

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IV. What the Future Holds
Topics such as the definition of public relations tend to be cyclical, though there may be cause
to believe that industry interest in this topic is continuing unabated. One reason is that the
discussion has moved beyond public relations professionals to include professionals from other
communications disciplines, as well as media, bloggers and other industry influencers.
V. Questions to Consider
• What is public relations? What should it represent in the digital age and in the future?
• How has public relations changed since 1982 (when PRSA’s definition was last revised)?
• How has public relations remained the same since that time?
• How would you define public relations?
• How would your clients, employers or employees define PR?
• Why do you think misperceptions and confusion among the public, media and business
community about public relations’ role still exist?