CorpComms Magazine

A new relevant definition for the public relations industry is being sought by The Public Relations Society of America (PRSA).

The crowd sourcing initiative dubbed, Public Relations Defined, comes as the industry faces growing pressures from an increasingly pluralised media.

In particular, the association notes the rapid rise in the importance of social media which has forced widespread change on the industry.

The consultation will see the organisation, which dates back to 1947, solicit suggestions from the public and PR professionals, academics and students. It began taking suggestions today and will continue until early December. 

The association's current definition was agreed in 1982 and rather nebulously says: 'Public relations helps an organization and its publics adapt mutually to each other.'

Attempts to write new definitions in 2003 and 2007 did not come to fruition, leaving the original 1980s definition in place.

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