The Public Relations Society of America has adopted a new definition of public relations. It reads:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Agreed after a year’s research, extensive discussion and nearly 1500 votes, the new definition replaces the ‘old’ description of public relations last applied by the association in 1982.

The whole story surrounding the initiative to decide on a new definition that would freshen understanding of public relations in American society can be found on http://prdefinition.prsa.org/, which includes blog posts, twitter discussions and commentary.

Other countries around the world to have initiated redefinition programmes include the Canadian Public Relations Society in 2009.