PRSA unveils campaign to redefine public relations

“Public relations helps an organization and its publics adapt mutually to each other.”

Quaint, isn’t it?

It’s from 1982, before some working PR professionals were even born. That year Ronald Reagan was the president, E.T. was the top film at the box office, and the world knew of only two “Star Wars” movies.

The PRSA has attempted to update the definition twice in the past 10 years to no avail. Today, it takes another stab. The organization unveiled “Public Relations Defined” on Monday, a new effort to modernize the definition by seeking input from the industry professionals as well as the public.

Here’s the deal: Visit the new blog PRSA has created for the effort and complete a submission form that asks you to fill out a handful of words: “Public relations (does what) with or for (whom) to (do what) for (what purpose).” The submissions become part of a word cloud.

The deadline to submit is Friday, Dec. 2.