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Does public relations need a new definition?

In Communication, Organizational Communication - Assignment on March 20, 2012 at 6:50 pm

Apparently the Public Relations Society of America thinks so. In keeping with the spirit of the times they are crowd-sourcing the development of a new definition.

I think this is in reality an effort on the part of the industry to establish some clarity around the business. You know what an architect does, an engineer and a lawyer. For the most part you know what an advertising agency does. But, what does a public relations person do? Unfortunately, I think too many in the media, public and the profession continue to think that it is about pitching stories to the media. And, that misperception may very well be why the PRSA is taking this step. A serious adjustment of how people, and particularly clients, think about the profession is valuable if my assumption is correct.

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