[To comment: larry@larrylitwin.com]
First, here are former “official” definitions for the term public relations. Please note, for years, Professor Richard Earl, counselor Jim Lukaszewski and I have been promoting a change — or at kleast the inclusion of — to strategic communication. Now, here are former definitions and the new one from PRSA:
Former:
A management function that helps organizations and their publics mutually adapt to one another.
Former:
•“Public relations helps an organization and its publics adapt mutually to each other.”
PRSA’s NEW definition:
•“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Larry’s NEW defintion:
•“Public relations is a [two-way] strategic communication process [management function] that builds mutually beneficial relationships between organizations and their publics.”
[To comment: larry@larrylitwin.com]