PRSA plans to redefine "public relations"

On November 20, Rosanna Fiske announced that the Public Relations Society of America has begun an effort to change the definition of public relations. With the new environment created by social media and the Internet, public relations professionals have felt that a redefinition is in order to address the changing climate for communications professionals.

Statement made by PRSA

"Our goal is simple: to develop a modern definition for the new era of public relations. Our aim is to help key audiences and stakeholders better understand the role of public relations and its value to the public and business community."

Entries are being accepted now and follow a simple structure:

Public relations [DOES WHAT] with/for [WHO] to [DO WHAT] for [WHAT PURPOSE].