Kathryn McClure SCOM 367 20 January 2012 Definition of Public Relations is due for a Face-Lift When most people

bring up Public Relations, those not familiar with the profession tend to already have a pre-conceived idea about what PR is. There is a misconception among the general public that PR is all about lying, spin, and twisting the truth. The real truth is, there is much more to PR than the rumors claim it to be. Since the Public Relations Society of America (PRSSA) announced its embark on an effort to develop a more sufficient definition for the practice of Public Relations in early November 2011, there has been much debate over the content of the new definition. Nevertheless, many PR professionals in the field feel that finding a new definition is crucial to the understanding of the practice and long overdue. The current ruling definition for PR was created in 1982; a time when most of the current PR tools professionals use today had ceased to exist. Some concern PR professionals have voiced is how a single definition could possibly suffice for such a broad and diverse practice. The answer is it cannot. Any definition created for the practice of PR cannot entirely capture the full meaning of the art, but there needs to be a starting ground definition for people outside the profession to understand briefly what PR is. Since there are so many misconceptions in society about PR containing mostly lies and spin, a

single definition could help those who are unaware of what PR is to enhance their understanding about what PR practitioners are hired to do. The PRSSA has been completing the change in the correct manner. They are providing the opportunity for members and leaders in the field to have their voices heard, in collaboration with other members of the field via the PRSSA website. By providing this opportunity, I feel that no member in the profession should have a negative opinion over the change in the definition. The definition is due for an update. The PR field has embraced new forms of media outlets in the form of social media (Facebook, Twitter, etc.) and has adjusted the way they perform their job, so why has the definition never been updated to parallel the practice? The PR field is constantly looking for new ways to reach the current audience. Members in the field need to embrace the opportunity they have been given to make a personal mark on PR for the next how-ever-manyyears the definition will exist.