PRSA revises campaign to define ‘public relations’ (again)

The Public Relations Society of America, which in December unveiled a campaign to define PR, said on Tuesday that it has again revised the project. Originally, the organization planned to announce the new definition at the end of 2011, but pushed the date to late January. Now, it’s aiming to unveil the definition the week of Feb. 27.

In a blog post, Gerard Corbett, the new chair and CEO of PRSA, said this:

“From the beginning, PRSA’s goal has been to create a definition that the entire profession has a role in shaping, which professionals, organizations and academics alike can appreciate and own. With that in mind, I think it’s appropriate for us to take a refreshed perspective and implement a slightly modified direction for #PRDefined; one that will allow for greater input from our partners and the profession, in a manner befitting the project’s stature.

“Every good PR program is flexible, and this initiative is no exception.”