This document summarizes a meeting to discuss and refine candidate definitions for public relations. The agenda includes introductions, a review of protocol, a presentation on three candidate definitions, and deliberation and voting on the definitions. Feedback on the initial definitions showed a preference for the second definition and a desire for something simpler. The meeting then discussed modifications to each of the three candidate definitions.
2. Gerard Corbett, APR, Fellow PRSAGerard Corbett, APR, Fellow PRSA
Chair and CEO, PRSAChair and CEO, PRSA
WelcomeWelcome
3. AgendaAgenda
Meeting introduction (G. Corbett) — 2 minutes
Introduction of participants — 2 min.; 4:00 total
Meeting protocol — 2 min.; 6:00
Presentation of candidate definitions (D. Rickey) —
10 min.; 16:00
Deliberation of each candidate definition (All) — 60
minutes (20 minutes each); 1:16:00
Votes on candidate definitions — 5 min.; 1:21:00
Final thoughts, adjournment — 5 min.; 1:26:00
4. Introductions
Public Relations Defined Global Partners:
Canadian Public Relations Society
Chartered Institute of Public Relations
International Association of Business Communicators
International Association for the Measurement and
Evaluation of Communication (AMEC)
Global Alliance
Institute for Public Relations
National Association of Government Communicators
Public Relations Society of America
Public Relations Student Society of America
5. Introductions
Public Relations Defined Global Partners (not
expected on today’s call):
Arthur W. Page Society
Hispanic Public Relations Association
National Black Public Relations Society
Word of Mouth Marketing Association
6. Protocol
20 min. deliberation per candidate definition (60 min.
total)
Requested edits made in real-time by PRSA staff
within this presentation
At conclusion of deliberations, motion made for roll-
call vote to ratify definition wording
7. Discussion of Public Comment on
Candidate Definitions
David Rickey, APRDavid Rickey, APR
Chair, PRSA Definition of PR Task ForceChair, PRSA Definition of PR Task Force
8. General Feedback Analysis
In general, tone toward initiative was positive
Comments reveal preference for definition No. 2
Majority desire more simple, intuitive definition
Concern that “stakeholders” and “audiences” is
jargon
Questions concerning inclusion of “ethical” in
definition
10. Candidate Definition No. 1
Current form:
“Public relations is the management function of
researching, engaging, communicating and
collaborating with stakeholders in an ethical
manner, to build mutually beneficial
relationships and achieve results.”
11. Candidate Definition No. 1
Modified form:
“Public relations is the management function of
researching, communicating and
collaborating with publics to build mutually
beneficial relationships.”
12. Candidate Definition No. 2
Current form:
“Public relations is a strategic communication
process that develops and maintains
mutually beneficial relationships between
organizations and their key publics.”
13. Candidate Definition No. 2
Modified form:
“Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and
their publics.”
14. Candidate Definition No. 3
Current form:
“Public relations is the engagement between
organizations and individuals to achieve
mutual understanding and realize strategic
goals.”
15. Candidate Definition No. 3
Modified form:
“Public relations is the strategic process of
engagement between organizations and
publics to achieve mutual understanding
and realize goals.”