Public Relations Defined

PRSA's Widely Accepted Definition

The formal practice of what is now commonly referred to as “public relations” dates to the early 20th century. In the relatively brief period leading up to today, public relations has been defined in many different ways, the definition often evolving alongside public relations’ changing roles and technological advances. The earliest definitions emphasized press agentry and publicity, while more modern definitions incorporate the concepts of “engagement” and “relationship building.”
 
The PRSA 1982 National Assembly formally adopted a definition of public relations, which remains widely accepted and used today:

“Public relations helps an organization and its publics
adapt mutually to each other.”

“Organization” is denoted in this context, as opposed to the more limiting “company” or “business,” to stress public relations’ use by businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, schools, colleges, religious groups and other societal institutions.

“Publics” recognizes the need to understand the attitudes and values of — and to develop effective relationships with — many different stakeholders, such as employees, members, customers, local communities, shareholders and other institutions, and with society at large.

As a management function, public relations also encompasses the following:

• Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.
  
• Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.
  
• Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.
  
• Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above.

Read the full text of PRSA’s Official Statement on Public Relations.