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    PRSA National on the "New" Definition of PR

    To PRSA Leadership:

    I am pleased to announce the much-awaited result of the PRSA-led “Public Relations Defined” initiative. Based on a public vote, held Feb. 13–26, of three candidate definitions, the profession’s choice for the modern definition of PR is:

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

    This definition received 671 votes, or 46.4 percent, of 1,447 total votes. Review the voting data and other resources from the initiative at the #PRDefined Resources page.

    Friday’s (March 2, 2012) New York Times advertising column has the exclusive announcement of the winning definition. Further analysis of the winning definition can be found in this blog post.

    As promised, PRSA will adopt the winning reference definition to replace the 1982 definition of public relations.

    The “Public Relations Defined” initiative has not only modernized what many considered to be a medley of dated concepts of public relations; it has reshaped an important conversation about the future of the profession and its value in the 21st-century business landscape. And for that, PRSA owes you a sincere debt of gratitude. Our members’ support and feedback are what made this campaign such a great feat.

    The definition that resulted from this effort is inclusive, in that it captures the core essence of what it is public relations professionals do. I believe that the chosen definition is true to the research process, and accurately reflects the way in which those who participated in this process described what it is they do for a living.

    As for what will become of the “Public Relations Defined” initiative, this blog post by Dave Rickey, APR, chair of PRSA’s Public Relations Defined Task Force, explains PRSA’s vision for the future of the campaign.

    Thank you for your support of PRSA.
    Best regards,

    Gerard "Gerry" Corbett, APR, Fellow PRSA
    Chair and CEO
    Public Relations Society of America