Dominic Moretti Kornecki COMM 318 19 January 2012 Defining Public Relations Upon first learning of the movementtowards

redefining public relations I was skeptical as to the necessity of such a move and whether the current definition actually lacked substantial elements of what I understand the profession to encompass or if the PRSA simply wanted an updated, more modern definition. Having reviewed the current definition and then the three potential definitions displayed on the PRSA website, I began to realize how much the public relations field has developed since the creation of the current definition and how there seems to be elements missing from the definition that I would consider important. From the three definitions presented, I would say that the first option most closely reflects my understanding of the industry. It reads, Public relations is the management function of researching, engaging, communicating, and collaborating with stakeholders in an ethical manner to build mutually beneficial relationships and achieve results. One element which leads me to choose this definition was its inclusion of the aspects of research, engagement, communication, and collaboration with the stakeholders. I see the public relations field as being heavily reliant on the ability to thoroughly understand the client and their situation. Unless this is achieved, the proper message and intentions of the client cannot be accurately conveyed. In order to reach this mutual understanding, the public relations professional must first research while also engaging and keeping in constant communication with all of the stakeholders. Also, the statement that the profession is done in an ethical manner helps to eliminate any preconceived notions that public relations material is biased and untrustworthy. I would argue that these

elements are important aspects of the field that are not presently found in the current definition of public relations. One aspect of this definition which I would alter is that it does not clearly state that the results should be the strategic goals outlined by the public relations professional and their client. Specifying that the purpose of public relations is to achieve actual communication goals is significant because it enforces the credible ability of the profession and its ability as a reliable and effective method of communication.