• Hold your breath, the Public Relations Society of America has formally defined Public Relations (after months of debates, voting and suggestions) as: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
    • Sounds like they read my Public Relations book: “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” and the definition which stated:
      • Great pub•lic re•la•tions \’grāt p˘ub’l˘ık rı˘-lā’sh ens\ n pl: 1. helps make the impersonal personal. 2. bridges divides.3. creates excitement and builds equity for businesses, personalities, politicians, and others.

The PRSA said that it’s the “beginning of an ongoing, sustained discussion about what it is the public relations industry does.” It’s something our industry – PR Agencies and in-house PR teams alike needs more of – and something I have plenty to say about – and will comment on extensively shortly. And I write about it plenty in my book which can be purchased at:


  1. Ronn – For the record, we did not read your book in working with our global industry partners and the profession in developing this new, modern definition of public relations. It came about from a comprehensive public process that involved a crowdsourcing phase, public comment period and a two-week public vote.

    But we thank you for taking notice of the new definition and sharing it with your readers.

    Keith Trivitt
    Associate Director
    Public Relations Society of America

  2. Sam Evans says:

    This is a great way of defining public relation; I’ve had my share of difficulties trying to figure out how to describe it to my classmates.

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