After more than 30 years, the Public Relations Society of America (PRSA) has refreshed its definition of public relations to reflect what it is that public relations professionals do in the 21st century. The modern definition came by way of a vote of PR professionals.
The new definition:
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
The old definition:
“Public relations helps an organization and its public adapt mutually to each other.”
How do you think public relations will be defined 30 years from now?