The Public Relations Society of America (PRSA) has updated its definition of public relations for the first time since 1982. PR has come a long way in the last 30 years, from roots of press agentry and publicity, to today’s more modern focus on engagement and relationship building. As such, PRSA launched a crowd-sourcing campaign that resulted in 1,447 public votes in February, 2012, and produced the following new, modern definition:
“Public Relations: a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
The BroadBased PR team whole-heartedly agrees with this new definition and has long held that PR is all about building relationships – relationships that can continue to flourish even after the PR consultant budget is exhausted. “The most savvy of our clients insist on having personal relationships with the media, project partners, sponsors and other key stakeholders,” said BroadBased’s Maria Coppola, APR, who is president of the Florida Public Relations Association’s Jacksonville Chapter. “We’ve always promoted PR campaigns as efforts to expand an organization’s circle.”
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