Newsroom Ink Editor: PRSA’s effort to redefine public relations, has yet to find solid ground. In the New York Times article by Stuart Elliot, the lead for the article contains the term that defines the PR industry from the journalist’s point of view – “spin doctors“.
There were 927 definitions submitted to the PRSA website from Nov. 21 through Dec. 2, and three were chosen as finalists by a panel composed of PRSA and 12 global partners. A mere 1447 PR professionals voted on the winning definition, that is considerably less than the total number of communication professionals in Houston alone and approximately 1/20th of PRSA’s total membership.
The three definitions voted upon were:
- “Public relations is the management function of researching, communicating and collaborating with publics to build mutually beneficial relationships.”
- “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
- “Public relations is the strategic process of engagement between organizations and publics to achieve mutual understanding and realize goals.”
By STUART ELLIOTT, New York Times
The words used most often by people who submitted proposals for a new definition of public relations. Illustration: The New York Times
An effort to update the definition of public relations for an age of social media and spin doctors suggests why many people think the public relations industry could use some help with its public relations.
Gerard Corbett is the chairman and chief executive of the Public Relations Society of America, which led the redefinition contest.