Looking for the public relations definition?
Defining public relations (PR) is no easy task.
We are a profession with powers to help brands communicate better, but we struggle with defining ourselves — the irony isn’t lost on anyone.
Still, after many years of theoretical and practical trial-and-error, I’ve created a helpful definition for my daily PR life.
Here we go:
Public Relations Definition
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The Public Relations Definition
Someone once tried to count the number of actual definitions of public relations (PR), but they allegedly gave up after finding over 500+ different versions. 1From the early 1900s to 1976, Rex F. Harlow, a well-respected expert on public relations, gathered around 500 different definitions of public relations (Cutlip et al. 2006). 2Morris, T., & Goldsworthy, S. (2008). From PR to propaganda. 97 – 111. https://doi.org/10.1007/978 – 0‑230 – 59485-2_7
Amongst so many definitions of public relations, here’s the definition that I find to be most useful:
Public Relations Definition
Public Relations (PR) = the strategic and tactical use of communication to develop and maintain productive relationships with stakeholders, influencers, and publics.
Please note:
Stakeholders in PR = incentivised representatives with various interests in the organisation.
Influencers in PR = independent gatekeepers with audiences of importance to the organisation.
Publics in PR = situational groups with similar communicative behaviours affecting the organisation.
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Alternative Public Relations Definitions
Here are a few additional definitions:
“Public relations is the strategic practice of influencing attitudes and behavior through communication, which seeks to create and maintain mutually beneficial relationships between an organization and its publics.”
— Public Relations Society of America
“Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest.”
— IPR Commission on PR Education
“Public relations is the process of creating, building, and maintaining relationships with key stakeholders in order to achieve organizational goals and objectives.”
— Chartered Institute of Public Relations
“Public relations is an organizational function and a set of processes for managing communication between an organization and its publics.”
— International Association of Business Communicators
“Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”
— Institute for Public Relations
“Public relations is the management of communication between an organization and its publics, through the use of technology, social media, and other forms of communication to achieve mutual understanding, realize organizational goals, and serve the public interest.”
— The Global Alliance for Public Relations and Communication Management
Thanks for reading. Please consider sharing my public relations blog with other communication and marketing professionals. If you have questions (or want to retain my PR services), please contact me at jerry@spinfactory.com.
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Comparing Public Relations
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ANNOTATIONS
1 | From the early 1900s to 1976, Rex F. Harlow, a well-respected expert on public relations, gathered around 500 different definitions of public relations (Cutlip et al. 2006). |
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2 | Morris, T., & Goldsworthy, S. (2008). From PR to propaganda. 97 – 111. https://doi.org/10.1007/978 – 0‑230 – 59485-2_7 |