A Modern Definition of Public Relations

Earlier this month, the Public Relations Society of America (PRSA) released the winning modern definition of PR as:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

PRSA explains the definition further to state – “Simple and straightforward, this definition focuses on the basic concept of public relations — as a communication process, one that is strategic in nature and emphasizing ‘mutually beneficial relationships.’ ‘Process’ is preferable to ‘management function,’ which can evoke ideas of control and top-down, one-way communications. ‘Relationships’ relates to public relations’ role in helping to bring together organizations and individuals with their key stakeholders. ‘Publics’ is preferable to ‘stakeholders,’ as the former relates to the very ‘public’ nature of public relations, whereas ‘stakeholders’ has connotations of publicly-traded companies.”

We’re curious to know – do you agree?