When the Public Relations Society of America set out to redefine PR, it was an admirable endeavor that looked to modernize the definition to reflect the changing, and increasingly social, media landscape. However, since PR is an organic process, with unique goals and execution for every client, it will never fit under an umbrella definition.
The existing definition of PR, written in the early 80s, states, "public relations helps an organization and its publics adapt mutually to each other." This is just as accurate now as it was 30 years ago. PR, in a nutshell, is, and always will be, the means of accomplishing a company's communications objectives. It's that simple.
But rather than look to the end result when defining PR, it's more important to understand the process. This is truly where the evolution has taken place, and where the end justifies the means. The first step is defining the goals and audiences. Once you establish who you want to reach, then the strategies are developed and refined to connect your company with those audiences.
PR does not function in a silo. It is as a partnership that integrates with marketing, compliance and C-suite leadership to develop a strategy that gives a voice and identity to a brand. Creativity goes hand-in-hand with collaboration, with all parties bringing ideas to the table. Giving a brand a voice, with strong messages that demonstrate the company's value to its audiences ensures that every spokesperson is on message.
Where the definition of PR does fall short is on the significance of compelling content. PR requires a deep understanding of the company itself, but also the needs of the media that cover it. Most industries operate in a crowded space, with a contracting media universe. The era when a reporter wrote a story solely off a traditional press release is rapidly coming to a close, and the need to augment releases with digital and social content is upon us.
While a company's message may not change, the way it's told has. PR is not defined within a constrained set of parameters, but rather as an organic and integrated process unique to the needs and goals of every client. When we look at the communications goals, objectives and strategies to achieve them, PR becomes as much about the journey as the destination.