1.
‘Public Relations Defined’ Submissions Analysis
Qualitative and Quantitative Reports
The information contained below represents a qualitative and quantitative analysis of data
collected from 927 submissions received during the initial crowdsourcing phase of the “Public
Relations Defined” initiative, which ran from Nov. 21–Dec. 2, 2011.
I. Qualitative Analysis
A qualitative analysis of commentary left on PRDefinition.PRSA.org, other PRSA blogs and
external websites and blogs indicates that many within the public relations profession and
outside of it recognize the value of modernizing the definition of public relations. While multiple
definitions exist, comments and feedback provided to the “Public Relations Defined” initiative
indicate there exists widespread misunderstanding and confusion as to what constitutes modern
public relations in the digital age. This sentiment, which was expressed in numerous comments,
Tweets and blog posts, can be summarized as follows:
• Public relations professionals (and, thus, the audiences we serve) continue to struggle
with definitively explaining “What is PR?”;
• Existing definitions do not sufficiently meet the needs of the profession, public, media or
business community; and
• No one definition is considered the de facto industry definition.
Among the comments and feedback received, some common themes and words/phrases stuck
out. Those include:
• Relationship management vs. reputation management.
o While both words appear in many comments and blog posts, they are split
among two camps:
American commenters more often referred to “relationship management,”
whereas British commenters used “reputation management,” often within
the same context of defining public relations.
This raises the issue of whether these differences need to be reconciled
in the candidate definitions and final definition in order to engender
stronger industry buy-in for a new definition.
Examples:
• Commenter Nancy Syzdek wrote in a comment:
o “Relationships are at the very core of everything we do.
Regardless of the evolution of our tactics and technology,
every strategy and objective is to build and support a
relationship between an organization and its stakeholders.”
• Philip Sheldrake said in a blog post that the initiative must:
o “Recognise that reputation is a responsibility of everyone in
an organisation, with the public relations professional
providing leadership, structure, policy and guidance”
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• The role of media relations, publicity and the like within the modern definition of public
relations.
o Several commenters expressed interest in seeing these phrases included in any
modern definition; however, the overall sentiment of blog posts was that they are
outdated concepts of public relations’ modern role and value.
• Use of jargon that often belies industry definitions.
o Phrases such as “mutually adaptable,” “strategic management function” and
“strategic” found in several current definitions also showed up across the data
and in the comments and blog posts.
o Several comments, though, raised issue with including jargon phrases in a
dictionary-like definition that by its very definition should be understood by all
without having to explain phrases within the definition.
• An expression of desire to include elements for current appreciated industry definitions,
including those of the Canadian Public Relations Society and the Chartered Institute of
Public Relations.
• The role of “influence” in an era where the word often has a negative connotation
associated with it.
• Concern that any new definition will focus too much on the tools and tactics of modern
PR (e.g., social media, blogs) versus a focus on the long-term impact and value of public
relations.
• The role of social media and technology as both a tool and channel and how that fits
within a modern definition.
• Former CIPR President Jay O’Connor expressed interest that any new definition stress
“the role that public relations must play at board level, helping to explore, define, plan
and execute strategy.”
• The role of research and ethics.
o Several commenters expressed interest in seeing “ethics” placed within a
modern definition; however the word did not feature high in any of the rankings
for the top words submitted across the four definition submission fields.
o “Research,” while little mentioned in the data analysis and in comments/blog
posts, has long had a place within the concept of public relations, both within the
profession and externally.
Specific feedback was submitted by Frank Ovaitt of the Institute for Public
Relations, requesting careful consideration to the importance of including
“research” in any definition.
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II. Quantitative Analysis
A. Snapshot of Submissions
• 927 submissions, comprising 15,688 words.
• 70 comments left on PRDefinition.PRSA.org and other PRSA blogs.
• 18,000+ page views of Public Relations Defined website.
• 15 trade and business media articles.
o Endorsement from PRWeek Editor-in-Chief Danny Rogers.
• More than three dozen blog posts written about the initiative.
B. Top-20 submitted words*:
• “organization” (present in 409 submissions)
• “public” (387)
• “communication” (292)
• “relationship(s)” (271)
• “stakeholders” (176)
• “create” (175)
• “mutual” (164)
• “understand” (159)
• “build” (159)
• “audiences” (154)
• “inform” (151)
• “management” (129)
• “brand” (124)
• “company” (120)
• “business” (119)
• “people” (107)
• “engages” (97)
• “client” (94)
• “awareness” (93)
• “benefit” (84)
*Note: These words represent the 20 most popular words submitted across all four boxes of
the definition submission field. They should not be construed as the words most relevant for
any single definition of public relations. Instead, they should be viewed within the context of
their popularity compared to other words and phrases.
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C. Final Word Cloud (All Submissions)
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III. Analysis of Submission Fields
A. Submission Field 1 — ‘Public Relations [DOES WHAT] with/for [WHOM] to
[DO WHAT] for [WHAT PURPOSE]’
• 3,862 words submitted.
• Top-20 most submitted words:
o “relationship(s)” (present in 125 submissions)
o “communication(s)” (100)
o “creates” (58)
o “communicates” (54)
o “builds” (50)
o “organization(s)” (49)
o “manages” (44)
o “helps” (44)
o “engages” (33)
o “management” (33)
o “strategic” (20)
o “maintains” (27)
o “facilitates” (27)
o “provides” (26)
o “public” (25)
o “connects” (24)
o “awareness” (24)
o “conversation” (19)
o “information” (19)
*See Appendix One for all submissions from Submission Field 1.
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B. Submission Field 1 Word Cloud
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C. Submission Field 2 — ‘Public Relations [DOES WHAT] with/for [WHOM] to
[DO WHAT] for [WHAT PURPOSE]’
• 3,175 words submitted.
• Top-20 most submitted words:
o “organizations” (present in 230 submissions)
o “public” (187)
o “stakeholders” (126)
o “audiences” (92)
o “people” (60)
o “individuals” (59)
o “companies” (57)
o “client” (52)
o “businesses” (43)
o “brand” (39)
o “between” (33)
o “target” (29)
o “group” (28)
o “media” (27)
o “interest” (25)
o “external” (23)
o “communities” (22)
o “consumers” (17)
o “customers” (16)
o “entities” (16)
*See Appendix Two for all submissions from Submission Field 2.
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D. Submission Field 2 Word Cloud
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E. Submission Field 3 — ‘Public relations [DOES WHAT] with/for [WHOM] to
[DO WHAT] for [WHAT PURPOSE]’
• 3,990 words submitted.
• Analysis of Field 3 shows that it was the most diverse field in terms of words
submitted. No one word or phrase stood out as dominant (as in other
submission fields).
• Analysis also shows submissions to Field 3 to be the most nuanced in detail
and depth of words submitted (see Appendix Three for listing of all
submissions from Field 3).
• Top-20 most submitted words:
o “relationship” (present in 87 submissions)
o “communicate” (79(
o “public” (77)
o “create” (74)
o “inform” (72)
o “understand” (71)
o “build” (61)
o “awareness” (39)
o “influence” (39)
o “mutual” (39)
o “audiences” (36)
o “engage” (36)
o “maintain” (35)
o “promote” (32)
o “reputation” (29)
o “increase” (29)
o “brand” (28)
o “positive” (26)
o “behavior” (24)
o “organization” (24)
*See Appendix Three for all submissions from Submission Field 3.
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F. Submission Field 3 Word Cloud
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G. Submission Field 4 — ‘Public relations [DOES WHAT] with/for [WHOM] to
[DO WHAT] for [WHAT PURPOSE]’
• 4,760 words submitted.
• Top-20 most submitted words:
o “organization” (present in 105 submissions)
o “mutual” (97)
o “public” (79)
o “understand[ing]” (74)
o “benefit” (74)
o “purpose” (69)
o “business[es]” (51)
o “relationship[s]” (49)
o “goal” (48)
o “better” (46)
o “success” (41)
o “achieving” (38)
o “company” (34)
o “brand” (34)
o “awareness” (29)
o “beneficial” (29)
o “product” (29)
o “positive” (29)
o “client” (28)
o “creating” (27)
*See Appendix Four for all submissions from Submission Field 4.
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H. Submission Field 4 Word Cloud
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APPENDIX ONE
Words submitted to Submission Field 1.
connects organizations uses any means of modern facilitates communication
technology and
connections organizations communication to connect helps create a discussion
educates uses any means of modern connects
technology and
helps organizations connect communication to connect gives voice
interacts is the management of Guards the integrity and
messages protects the reputation of
helps organizations develop organisations while instilling
beneficial relationships creates public awareness honest and transparent
through the use of the communications with...
media
is the manner in which
enlightens
builds relationships with
is the manner in which
target constituencies sustains communication
connections businesses
is the nurturing of connects
relationships
interacts
reputation management
is the practice of engaging
helps organizations connect
is the planned persuasion of
Communication function people to behave in ways
helps companies build
strong relationships that further its sponsor's
decisively engages objectives.
continually
stage
facilitates conversation and
directs a messages engagement
provide organizations
seeks to influence the is the dialogue
helps organizations engage beliefs
charges $5,000 per mont
is the strategic keeps public informed that
communication helps build relationships be deceives
it negative, positive or
PR is perception. exploitative
determines when, where
and by whom the most
canonizes the dead clients engages important conversations are
being held.
builds valuable connections perception building among
the public determines when, where
and by whom the most
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important conversations are manages relationships supports
being held.
builds relationships is a tool used to resonate
Public Relations LISTENS with
intently, empathetically, and is a craft
critically to the needs and manages reputations
desires of prospective facilitates productive
customers, clients, or relationships improves relationships
constituents,
Serves the public interest as manages, maintains and
twits shills and sophists responsible advocates creates an image
Emotionally aligns a target Tells the Story creates ideas for events or
audience stories that are news
Getting info out to the public worthy.
clarifies , anyway you can.
provides information
communicate listens
shapes ideals
starts a conversation facilities clear
communication interacts
faciliates messages
Tells a story strategic counsel and
Good performance well execution
communicated is a position that reaches
out to the public facilitates information
enhances sharing
influences opinions selected
clarifies the message audience(s) is a management function
helps an entity or protects & promotes informs
organization relate to its
various publics is interrelations seeks to sway opinion
maintains a mutually manages image establishes and creates
beneficial relationship mutually beneficial
crafts a message relationships
relates to the public
aggregates comments and is a management function
tells a company's story testimonials of loyal that builds relationships
consumers of products and between
manages relationships services
creates connections
manages word of mouth strategically shapes a
reputation message tries to shape opinion
generates positive translates maintains an informative
associations through and professional
multiple touch points is an all encompassing relationship between people
strategy
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and various groups and manages the Putting your best foot
organizations communication functions forward while keeping both
feet planted firmly on the
is a field of work focused on strategically directs ground
identifying and building communication
relationships facilitates a conversation
facilitates
communicates drives information sharing
serves
keeps mediates communication
is the management of
is the active attempt to communication engages in communication
restore and maintain a
sense of community ensures the timely flow of builds and maintains
accurate information relationships
is combat
spins creates and disseminates
is the exchange of ideas information using traditional
pushes media, social media and
engages events
communicates
brings to light provides information
shares information, informs,
involves working with an engages Raises awareness
organization
illuminates the marketing facilitates dialogue
builds relationships messages
tells the story
strategically communicates helps companies
Engineers
fosters two-way communicates
communications Promotes Through Publicity
creates conversation
fosters a relationship helps organizations
persaudes through the strengthen relationships
maintains and cultivates strategic presentation of fact
relationships or opinions by using is the conveyance of facts,
endorsements, events and opinions and ideas
is the startegic managment all media channels
of relationships provides services
communicates
is the sum total is a communications
builds connections function of
generates and protects
social capital communicates connects
sets expectations and facilitates dialogue helps share the stories
drives performance
promotes Public relations delivers a
strategic and clear message
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listens, researches, and serves Connects
then crafts effective,
targeted narratives and communicates and engages is a strategic process of
conversation-driving content communication by
connects organizations
communicates
The activities and attitudes builds relationships
Communicates intended to analyze, adjust
to, influence and direct is NOT advertising
Why try to do
is the art and science of Quantifies the image or
communicates communicating perception
develops ethically sound manages brand and is reputation management
strategic communication reputations
listens and responds to
provides an authentic voice is an active conduit of conversations
communication
sharpens actively engages
communicates using
builds mutually-beneficial diverse multi-media tools enhances relationships
relationships between
helps shape conversations
aids provides awareness
designs
creates mutually beneficial facilitates communiction
relationships Public relations is the
professional discipline of Engages
strategically communicates strategically and ethically
managing relationships counsels
engages
manages and maintains and is a discipline
connects people key relationships
manages the reputation and
sets expectations and communicates credibility
manages performance
counsels, leads and "People relations" creates
develops strategies and collaborates understanding
best practices
builds relationships that does what
actions and deeds earn trust
manages public perceptions
Helps create a meaningful manages communication
dialogue communicates
employs communication
is a strategic function that strategies
shapes conversations
facilates
employs a variety of tools
Communicates a message
art of communications and mechanisms
communicates knowledge
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communicates news and fosters better conveys the messages,
ideas communication stories, and hidden truths
builds mutually-beneficial builds relationships Listens and converses
relationships
facilitates learning and tells a story
is the intentional practice of interactive dialogue
provides resources and
is the practice of engaging connects information
key audiences
facilitates an ongoing shapes perceptions
informs conversation
management of
helps tell stories promotes awareness
relates
serves to communicate informs and influences
brings
is a two way influence Establishes and enriches
process relationships through multi- helps amplify a message or
disciplinary communication mission
creates conversation tools
shares a (branded)
manages relationships and builds relationships message
perceptions
crafts is about
tells the story of a group,
organization, corporation or builds bridges protects and strengthens
other assembly of people or the reputations
ideas Represents a community,
individual or organization is about sharing facts and
generates awareness truth
engages
provides a mutually Connects businesses and
beneficial relationship using engages brands with the rest of the
tools such as media world
relations (including social monitors, creates, manages
media), events planning, & leads conversations Connects businesses and
integrated communications, brands with the rest of the
etc. world
facilitates truthful
communication
handles perceptions PR is a discipline that uses
are actions undertaken well targeted and sustained
advocates specifically to motivate online and off line
communications
manages communications enables an organization to
of multiple forms effectively communicate build relationships between
and mutual understanding
advocates creates works that include between organisations and
writings, graphics and their stakeholders, serves
creates positive discourse promotions as the ethical leader of the
organisation, enables two-
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way communication and Is a management function communicates
open dialogue that guides organizations in
achieving congruence informs and engages
provides the context between their desired public
perception and their cultivates relationships
eats operational realities.
connects
is using a variety of means manages communication
and mediums facilitates conversation
is the management function
communicates a message that helps organizations and
helps bring awareness to a
communities
cause, brand or
articulates and delivers key organization. It tells a story,
messages listens and as a result participates in the
shares information community and is social.
Amplifies the conversation
maintains awareness always struggles
engages
brings organizations is storytelling and listening
together
facilitates communications
creates and manages
opens doors conversations
enables the management of
an organization's reputation
manages reputations has not solved this problem
Engages
sets a public image creates and influences
listens to the stakeholders messaging and
of a company of provides facts and communications
organization, creates interpretation of facts
conversations based on seeks to inform
what they learn from them informs
and builds relationships mediates cultural values
communicates
relates fosters a community
Speaks with
engages informs
lends an informed voice
One-to-many, one-to-one educates and informs
and many-to-many Public relations positions
strategically aligned individuals, organizations is the practice of engaging
activities dedicated to and causes
protecting and enhancing
develops and manages
brand, brand awareness, connects organizations and messages
credibility, reputation and brand
goodwill
enables
starts a conversation
uses strategic
communication is a communications
Plan assertive platform
communication
informs, responds to and
contibutes to publicly relates
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publicity and media Public relations uses the art builds mutually beneficial
relations and science of human relationships between
communication to connect
manages reputations provocative ideas forms a message
enables the flow of builds understanding a strategy-driven
information and insight communications practice
makes
shares verbal or written communicates
content and conversations provides in a honest and
transparent way creates and maintains
enables the flow of reputations
information and insight brings positive attention
informs
establishes and strengthens communicates
strategic relationships communicates
through ethical, honest and supports conversations
transparent actions promotes
engages
is the art of communicating is a communication bridge
and interacting facilitates communication
constructs a narrative
works Acts as a medium
provides a stage and a
provides strategic direction creates networks of captive audience
dialogue
creates and maintains a Ethically and efficiency
mutual relationship is about relationship manage organization-public
management relations
talks AND listens
brings together questions create the identity of a
develops an intimate Company/brand
awareness of an engages a company,
organization, product or business or organization attempts to distort people’s
idea perception of reality
relays a message
engages displays actions
does what
provides professional manages the reputation,
assistance corporate image and public
dialogue
affairs
connects organizations
communicates meaningful,
useful messages opens eyes of
helps an organization adjust
its behavior is building trust through
strengthen the connectivity
engagement, demonstrating
communicates my values beyond my
facilitates a two-way
communication business
communicates
develop the "face"
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helps in finding the best Creates image saves the asses
alternative
creates, promotes and includes a wide range of
engages stakeholders maintains a message tools to inform or
persuading
people use a broad-based communicates
training, experience, and a is the strategic management
huge dose of common engages function
sense
facilitates interaction aligns the way a company
builds and reinforces presents itself
relationships advocates
enables
manages transparency refers to the practice of
setting measurable engages and shapes
Connect people with the objectives
right business Communicate
creates engagement and a
infects call to action builds ongoing rapport
are the ethical, interactive builds brand awareness connects companies and
actions brands
provides information
utilises a variety of connects
communication channels Communicates
and networks was the placing hegemony
facilitates
strategic council and public Guides
advocate
is the strategic relationship
management through connects
encourages mutual communications
understanding
presents messages
establishes relationships
facilitates communication
cultivates relationships
is self defined. It engages
communicates information
Listens
about and creates an image
facilitates ongoing
for the client -- product,
conversations applies psychology
service, business, person,
or other
is the umbrella under which produces publicity,
key messages are manages media relations
informs, learns and defends
developed, connected to and communications, and
key publics and distributed builds reputation
Creates, guides and with state-of-the-art
manages brand communications tools
communications to reach a is a profession
wide range of publics
advances understanding takes on the voice
through various media
and buy-in
channels.
builds relationships
maintains
builds networks of influence
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shares information is strategic communications is building and maintaining
planning relationships
provides communication
Provides channels of is the ethical and effective
manages reputations communication management
Influences manages communication Includes every activity
and relationships designed to create, maintain
manages relationships and grow relationships
connects clients
communicates helps
precise regulations
creates a positive message informs
offers opportunities
influences communicates
storytelling
is the strategic management encourages dialogue
of relationships influence
is the practice of building,
manages information and anticipates perceptions strengthening and
communication processes maintaining trust
creates understanding
Develops and delivers vital communicate
information communicates
involves managing
is the strategic Engages internal and relationships
management of external audiences
relationships provides appropriate
explains communications
facilitates a conversation
is strategic and effective creates messaging
communicates communications
influences actions and
Manage all imaginable and inform society about recent understanding
unimaginable sort of and relevant ongoing social,
communication effectively political, economic, cultural is the C-level management
activities function that organizes and
builds trust directs two-way brand
creates mutual dialog through multiple
understanding channels and actions
makes known a product ,a
company, an institution or a
person to the target publics is the art to relate manages reputation
with objective perspective
planned is an essential internal and
builds relationships with external advocacy
communications discipline
Utilizes bilateral and varied
helps create understanding, verbal and non verbal
connection and communications platforms is the C-level management
collaboration function of defining and then
purposefully championing
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relevant merits and values is Recommendation science of strategically
of Management communicating and
executing proactive ideas
Enhances messages recommendation
management connects organizations and
open brands
recommendations
builds relationships and management builds recommendation
influence
Recommendation is the practice of strategic,
creates messages to tell the management message-driven
story communications
Recommendation
is the strategic management Management communicates
of the communication
process Creates content, creates an environment
conversation and coverage
"Public relations" is the that results in marries art and science
practice of effective action recommendations
and communication Recommendation
Recommendation Management
provides a platform management
leverages various media
engages is recommendation channels
management
analyzes the Recommendation
communications landscape builds relationships Management
of
Managing communications Recommendation
is two-way, honest Management
communication helps people say the right
things Recommendation
creates an image Management
plans
converses connects
fosters positive relationships
Gets Facilitates approaches
find needs
supports evokes a two-way
builds communities conversation
creates and manages
relationships aligns the wants and needs enables organizations to
of a company communicate
Recommendation
Management serves as a conduit engage the public
recommendation communicates an are the good-will
management organization's affairs ambassadors
crafts messages
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creates positive communicates and engages establishes good
conversations relationships
creates and manages
connects people images and perceptions manages relationships
communicates creates third party creates relationships
recommendations
message builds relationships
creates longterm,
uses communications transparent and sustainable builds and develops
strategically relationships relationships
builds bridges strategically applies interacts
tells and defends the story protects and enhances builds and upholds
brand reputation relationships
engages in communication
Adapts with the changing is values driven
Manages all media to provide up to date
communications collaborative knowledge establishes a relationship
between companies and the
public in order to establish
cultivates a positive image uses multiple media
and maintain a positive
image through digital and
helps connect brands physical public media helps a company or
outlets. organization relate and
creates, builds, and have a good relationship
maintains relationships advocates
responsible for responding
is an ongoing effort to build quickly if an organization
engages
and maintain strong ties faces an issue with a
product or a person etc. it
communicates also takes on a more
The strategic use of
communications business side of
upholds relationships communications. PR helps
gains image back.
strategically uses
engages
transparent, two-way
communications fosters and creates
creates relationships relationships
sells a product or a person.
A credible way of building effectively connects and is a mutual relationship
relationships with people communicates between a client and an
and organizations. Poses organization
an opinion that will sway communicates
people. is one of the most effective
manages relationships ways to communicate a
tells a story powerful narrative story
creates relationships
advocates values-driven
communicates
creates a strategy creates relationships
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is the management function establishes open and masturbates wild turkeys
which builds and maintains honest communication
long term, mutually works to create awareness
beneficial relationships opens communication
develops factual, fun and
co-ordinates organizational establishes relationships unique positioning that
communication creates awarness conveyed
is a communications best by third party sources
engages management function and credible stories through
various communication
builds relationships interacts vehicles
uses communication builds relationships builds a positive relationship
is the strategic management inspires Informs and cultivates
of competition and conflict relationships
engages
inform and persuade facilitates valuable
relationships
involves
builds relationships
bridges audience with
builds relationship
is the practice of building information
and maintaining mutually increases awareness
beneficial relationships is the relationship, the
network between people
increases awareness
informs, educates, engages
and connects Establishes connections
creates awareness
provides organizations helps an organization
raises awareness communicate
creates and develops
informs acts as a bridge
relationships
facilitates relationships fosters relationships
influences beliefs
creates communications fosters relationships
connects a brand
addresses awareness engages
establishes or maintains a
relationship
increases awareness shares
Provides a platform to
familiarize, connect, and increases awareness is the development and
engage the "public" cultivation of a relationship
professionally maintains the
is the discipline of public image creates opportunities to
communicating with any develop social capital
person related to the creates a positive message
company internally and build, supervise and
externally Lights the Way optimize
works
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tells the stories concerted communication innovates
efforts
Asks uses all available
communicates technologies and resources
encodes the message for effective communication
Connects
promotions It is a professional function
manages reputations that leverages both physical
is the act of communicating and digital communication
establishes relationships mediums (i.e. social media,
news outlets, brochures) to
develops and maintains
create, maintain, or
relationships fosters goodwill
replenish relationships with
key constituents, in a long-
is a function to build attempts to win the term sense.
relations day/week/month
converses
positively communicates badgers
messages
engages
assists and encourages
is a means for establishing
brings brands to life
and maintaining manages relationships
relationships
does damage control
communications
is a strategic management
function Networks
Inspires
aids in the building of helps people and
works businesses
mutually beneficial
relationships
creates a favorable climate is the process of developing
Is a distinct management two-way communication
provides the opportunity
function that identifies,
establishes and maintains a indirectly influences
mutually beneficial helps people, businesses perceptions
relationships between an and organizations
organization and its various builds and maintains
publics. is knowing what to say; relationships
when to say it; how to say it;
provides strategic where to say it; whom to creates an outlet for
conversation say it to communication
strategically and effectively influences is the internal and external
communicates promotion of operations
provides relevant performance
Public relations shapes an information
image connects companies
raises awareness and
works engages audiences ethically communicates
is a process is the connection and
relationship needed
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The methodology of manages organizational The practice or art of
creating a communication decisions and creating and promoting
link communications messages to maintain
goodwill
positions a brand provides research-based
guidance fosters mutual
helps to define, create and communication
disseminate clear and effectively communicates
honest messaging communicates values
is a management and
creates communication function listens deeply and tells
stories well
people drives business objectives
creates a stable climate
engages establishes and maintains
reciprocal relationships manages an image and
mediates influential interactions
relationships managerial process
utilizes all kinds of
supports sales & marketing generates awareness communication
efforts
We are sentinels, like a is an ongoing strategic
creates and manages lighthouse, steering our conversation
reputations and relationship clients and organizations
from harm, strong and helps
Influences the behavior and standing tall.
beliefs builds and maintains
the management function mutually benefitting
fosters conversations that identifies, establishes relations
and maintains
drives reputation, provides mutually beneficial
awareness and is the deliberate, planned relationships
understanding and sustained efforts
builds mutually beneficial
helps human beings to get is a strategic process of relationships
into contact communicating, engaging,
and collaborating provides two-way
Enhances and maintains communication
the reputation and/or image protects company and
brand reputation communicates
build effective relationships
transmits news to the is a two-way conversation
helps build and establish people that cover the news
relations creates open
provide ideas communication
builds mutually beneficial
relationships provides ethical strategic shares information
planning, consultation and
implementation science connects the public
26

27.
strategically communicates builds relationships is the foundation
creates a two-way dialogue is the practice of communicates a message
management concerned
supports business goals with understanding and creates and maintains an
influencing strategically immediate and open
public relations identifies important stakeholder dialogue
and refines a problem or groups (publics) in order to
opportunity, researches it to maximise the chances of is a process where
determine the prevailing success for the organization communicates
public view organisation.
plans and implements
takes an issue Persuades strategic communication
programs
sets the agenda fosters respectful and
informed relationships creates a dialogue
is the use of any form of
communication to connect manages the manages interactions
communication functions
facilitates dialogue for exists as innovation
customers shares meaning
builds understanding and
facilitates communication establishes, compels and awareness
maintains a positive
emotional impression of the
is a practice that informs
organization
professionally
communicates communicates on behalf of
is a powerful
a person or organization
communications tool
strengthens relationships
Communicates the
promotes conversation and
encourage CEOs to perspective of an
understanding
communicate organization
Strategically engages in
develops a direct line of is the process of networking
conversation
communication
shares
connects
manages the image and
reputation communicates intentions
changes perceptions on
and actions
how the public views a
establishes and maintains a
matter.
relationship manages, builds and
maintains relationships
collaborates
is building perception,
through which a brand is delivers
built works via strategic two-way
communication
helps create a strong and
facilitates open influential brand identity
communication strategically advises
communicates
facilitates creates positive
engagement
27

28.
helps individuals and is the practice of building supports
organizations connect relationships and
communicating serves as the keeper of
promotoes corporate reputation
shares who we are
educates, influences and initiates and manages
inspires provides a way dialogues
is the professional promotes a positive image promotes communication
maintenance of a favorable
public image through shares a message helps an organization with
traditional and new media creating mutually beneficial
via two-way communication facilitates conversations relationships
builds positive relationships fosters communication engages
and awareness
assists clients to engage is a profession that utilizes
is a practice that the journalistic and
professionally communication skills of the
communicates
communicates ideas and written, non-verbal and
messages spoken word
is the practice of building
awareness and trust by a
communicates tries to make it easier
person or organization,
often through mass
builds long lasting communications, struggles
relationships
Public relations is a holistic is the management function
In a democracy, public business function that that creates and maintains
relations fills the crucial role endeavors to cultivate mutually beneficial
of fostering strategic connections relationships
relationships.
helps people/organizations informs and influences
is the values-driven
management of enables conversation
nurtures relationship
relationships
cultivation, trust
management, and loyalty Public relations is the art of
The art or science of development influencing and managing
communicating public perception
is exploiting strengths and
connects and exposes a managing weaknesses makes people talk
person, place, product,
event, service or idea
enhances relationships communicates
builds relationships
is the multi-faceted art of Disseminates information
communication between a
fosters a communication brand, organization or entity is a strategic marketing
relationship
function
28

29.
APPENDIX TWO
Words submitted to Submission Field 2.
business partners internal and external clients/consumers
entities
their stakeholders their employers
the purpose
their stakeholders an organization's
for a product, person or stakeholders
audiences company
with stakeholders
the public and in an effort to
stakeholders nothing
whom organizations
key stakeholders influence and rely on any organization's
constituent audiences
their customers, with an organization's
stakeholders and the public any organization's
public constituent audiences
of management
a company on behalf of the provider it
customers represents,
an organization
language, media and with phones
their customers technology
with the mission of the
publics of the publics client
their stakeholders public audiences
their stakeholders and key stakeholders everyone
audiences
the companies for public
hear
stakeholders companies
a platform
an organization's organizations
key audiences stakeholders
individuals, groups, and
an organization people and ideas organizations
Audience voiceless organizations and their
with its scripture audiences
anyone the organisation's
important stakeholders activities affects clients
any media and specific interested people organizations
organizations
29

30.
the public's various publics with constituents or
customers
organizations and the employers/clients
public an organization and its
a company or person stakeholders
clients and its key publics
and stakeholders clients the benefit of the sponsor
an individual, company or any organization or person the environment
service the public with: groups/organizations,
words, photos, video practitioners both public and private for:
the public, local citizens
all an organization's organizations
publics individuals or groups who
various publics have an interest
for brands or organizations
businesses people
organizations
main audiences path
communities
brands and organizations by organizations
with practioners who (corporations, CSOs and
engage the public through the events or stories are governments)
various channels for the client to use in
social media or any other with communication tools
companies and their venue for exposure. The
consumers players can be anyone. with target audiences
those we represent a personality's, product's, key stakeholders
with customers or company's audience the public
social media, press others for the purpose of creating
contacts, old fashioned interacts with the public a positive image or brand
newspapers, broadcast and internal stakeholders
and use of twitter /blog internal and external
anyone publics, including media,
insight the community, and
an organization and its employees
its clients' publics many publics
the public
People mutually beneficial
communication with target audiences
for the business
news-worthy information among groups with a
individuals and common interest or goal
organizations distortions and spin
with the public and an
a reputation all the tools it can muster organization
30

31.
between an organization key stakeholders an organization with its
and its diverse audience most important
groups organizations and relationships
individuals
of relations those we work with
an organization and its
clients existing and potential to a targeted audience (ie
stakeholders public)
integrity and urgency
clients various and specific
organization and its audiences
publics companies, organizations
and individuals with multiple public for
an organization's key multiple interests
publics stakeholders
with all media
organizations and the publics and organizations
mass public something this important
organizations
the organization stakeholder audiences
various groups of publics
between an organization people and organizations
and its publics internal constituents and
external stakeholders for an organization
public entities and the
parties that disseminate consumer and corporate content drivers
factual information to consumption
between an organization
audiences interested in through all channels and its stakeholders
such entities
a targeted audience decision makers at all
high paying corporations levels of an organization
an organization and its
content publics clients and segemented
people publics
business andorganizations
media and the public an organizations goals and
Audiences vision
its intern clients/money stakeholders
their message key stakeholders shared interests
the public consideration by the public with integrity and a sense
customers entities of urgency
the public management through among our clients and
which organizations stakeholder andiences
with select audiences on
behalf of interested parties audiences
31

32.
between disparate groups any organization or organizations
individual
all types of organizations companies, organizations,
and influential individuals and societies online and print media
stakeholders
organizations the media
clients and their publics
Publics the building of
business relationships
citizens, consumers,
key stakeholders (media, and/or other forms of writers and thought
customers, investors, community members leaders
regulators, general public) ranging from local to
global, with stakeholders for an
people organization
stakeholders
the opinion Test
companies, brands and
media, stakeholders and people using communications
targets processes
individuals, companies
an organization, its and entities content
employees and key
stakeholders organizations test
a specific purpose stakeholders the public
internal and external interested audiences organizations
audiences with an organization's
organizations and their
organizations and constituents current, former and
individuals potential audience
for businesses and
communicators products for mutual learning and
adaptation of common
between an organization audiences and goals
and its diverse publics. stakeholders
interested audiences
various stakeholders Stakeholders
between organizations and
affected parties employers and clients their publics
organizations organizations within the context diverse
minds, perspectives &
between an organization for organizations and opinions
and its stakeholder publics individuals
organizations, individuals
whoever is paying companies/people and companies
clients
32

33.
a client and its target employees and external the businesses
audience audiences in
conversations with the key stakeholders
the public and an of a brand
organization key individuals &
communities responsible for the
organizations organisation's social
organizations and their responsibility, represent
between 2 or more parties publics stakeholders to
organizations management
strategically selected
between organizations and people and groups stakeholders
their affected publics its publics the dog
real people clients that seek out an individual or
publics improvements organization
members of learning an organization, brand, or between entities
communities and tribes identity
for an individual or
clients, people, great purpose and care organizatin
organiztations, to customers, employees, Brand followers
corporations, and media and investors
governments stakeholders and
for the public influencers
among stakeholders
entities and individuals with internal and external
for the company and its audiences
public relationships
among its key audiences
the public with the public
Journalists / Bloggers /
a company's customers, people Communicators
the media, and other
community participants organizations with a desire the people in these
interested and affected communities
people or organizations
persons and groups publics (audiences,
their audience targets)
helping people
organizations, including two or more stakeholders
for-profits and non-profits, of the organizations we
represent —driving solid, long-lasting
Organization relationships with relevant
with the public, through
communities interactive communication, audiences/stakeholders,
including members,
the businesses prospects, media,
33

34.
influencers, social key influencers and key corporations, brands and
engagers, consumers, audiences personalities
policy makers
to be consolidated publics
those engaged in the
process the public clients
This activity should be led the public organizations
by trained professionals between organizations and (between) communicators
either from withing the the people who matter to and audiences
organziation or in a them
consultancy structure, cultural network
compatible interests participants with an
strategic publics interest in the brand or a
organizations and publics brand-related topic
transparent
communication businesses, people, public (between) communicators
figures, organizations, and audiences
stakeholders fashion, the list goes on
an organization and on key stakeholders of an
organization
their audiences internal stakeholder
with users
words and passion people
businesses
Dominik an organization's
stakeholders organizations
business and/or people
more than 100 years both internal and external
businesses publics
to the publc companies, organizations,
individuals, organizations and individuals
people and businesses
companies or
stakeholders public opionion organizations
the public stakeholders it's target audience
a diverse audience constituent stakeholders clients
To establish mutually general audiences their audiences
beneficial relationships
with the public a brand's constituents to better conform to the
relevant audiences expectations of audiences
their interested upon which the
constituencies organizations and groups organization depends
organisations people
34

35.
public audiences organizations and the client; person,
stakeholders company, organization,
with the right people news medium, etc.
an emotional connection
individuals and companies
organizations business, governments
and organizations the society as a whole
clients
companies and brands with online and offline
to defined audiences strategies
creative usage
brands and organizations for a wide range of
influencers commercial and non-
stakeholders
products, services, people commercial organizations
relevant audiences and organizations around the world
with community for clients/audience with stakeholders
corporations (or non-
profits, advocacy groups, with internal stakeholders stakeholders and
etc.) focused on external influencers
constituencies speed
stakeholders
companies the environment
an organization
focused on common of an organization or
organizations and people interests, and shared individual
for interest groups of any goals, over time,
kind the relevant public of an
consumers and organisation
answers stakeholders
organizations and their
its target audience(s) for those who have a publics
vested interest in trying to
a company, organization control thought within the public people
or individual masses (even when
engaged in narrowed individuals
whom targeting) stakeholders, constituents,
audiences organizations customers, targeted
segements of the public,
organizations potential investors, and/or the public in
customers and businesses general.
people related
target market words, campaigns and
stakeholders
PR-people
customers
individuals, organizations,
Organizations
and the world around them
35

36.
for people and its values stakeholders
organizations
organizations with stakeholders
stakeholders
relationships and between an organisation
a target audience information and its publics
constituents relevant to the consumers a client or organization
topic
with individuals, groups, clients
the community and organizations
between the organisation
the public their consumers and its divers publics
through communication
its organization organizations
internal and external
individuals and the companies, nations publics/stakeholder groups
organizations
Public entities about concepts and
a specific or targeted organizations
audience audiences
clients an organization and its
all key stakeholders diverse publics
the public strategic publics
those outside the brand /
audiences Closely company
information sharing clients stakeholders and the
general public
stakeholders and the clients, organizations,
public companies, firms, between people, cultures,
corporations, etc organizations and
clients and members of governments
the media that uses traditional and
digital communications transparency and
an organization's publics tools openness
everyone the company they are with communication tools
speaking for
objectives, strategies and the community
tactical executions the public and the media,
through both traditional individuals and
all of an organization's and social media, organizations
stakeholders
the world organizations and
public stakeholders
publics
their bosses between executives and
the public their publics
an organization
36

37.
for the organization the stakeholders and for publics and
target audiences of the organizations
audiences organisation
publics
everyone between/among groups of
people/organizations businesses, non-profit
organizations entities and individuals
everyone all key stakeholders
an organization
people the most relevant publics
a person, place, or
a vested interest in order a businesses or an business
organization
organizations and anyone with an interest in
individuals between organizations or an issue
individuals
people Others
audiences
with all available means organizations and
on behalf of an individuals
specific audience organization
relevant audiences
with all of your audiences to strengthen connections
to key stakeholders – brands, businesses, policy
considering ethics individuals, institutions and and products
those that influence them stakeholders, clients,
between an organisation
and its publics an organization service providers, charities
and more!
with the public that exists to
brands, businesses and
persuasive an organization, person or organisations
issue in a dynamic, free
Mutually beneficial brands/businesses/public
speech marketplace
messaging sector
organizations
individuals/brands/people/t brand
hings opportunity
brands
of organization- an organisation, business
stakeholder relationships or institution or individual 3rd party influencers
with constituencies of an organization brands, businesses and
important to an products
organization organization/publics
organisations
people "between" an organization
and its public brands
public
interested humans
37