Redefining Public Relations

For those of you who don’t already know, The Public Relations Society of America (PRSA) has set to out to redefine the term “public relations.” The term, last updated in 1982, is significantly out-of-date. With new methods of communication and technology, public relations has evolved into more than just one-way communication. For starters, social media has become one of the most prominent tools in public relations and marketing. With channels such as Facebook, Twitter, YouTube, blogs and Flickr, companies have a way to interact and engage with consumers on a more “human” level. Thus, increasing brand personification, recognition and loyalty.

On November 21, 2011, PRSA began accepting definition suggestions from industry professionals, academics and students to help redefine public relations. For submission information, click here. Once the deadline closes (December 3, 2011), the top definitions will be chosen on December 5, and voting will begin.

In light of this opportunity to redefine the art of our profession, the ECPR team came up with our own definition as industry experts.

“Public relations is a series of strategic approaches, tactical campaigns, and disseminated messages purposed to build two-way communication that advances brand or corporate perception by key constituency groups.”

Friends and fans, tell us what public relations means to you. Do you agree with our definition? Please feel free to post your comments, ideas or questions below. We look forward to receiving constructive feedback. Also, stay tuned to our social media channels as we follow along on PRSA’s journey to redefine public relations.

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Jeff Collard

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