So here’s the winning definition:
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”See the announcement, “A Modern Definition of Public Relations,” to see the other two finalists and related discussions. There is also some reflection about why the word ethics doesn’t appear in the definition.
The whole initiative is not PRSA’s alone, by the way. It was developed out of a collaboration among several PR related organizations.
So what do you think? Will this definition stand for decades to come?