Tip Sheet: Pat PR Definitions No Help in Getting a CEO’s Ear


It’s an effort that’s been hard to miss and widely debated. The Public Relations Society of America sought widespread opinion on new definitions for the profession. It crowdsourced suggestions, convened a summit with international partners and released annotated statements for voting. The winner: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. While the new definition may help first-year PR students answer a pop-quiz question, there’s one group this effort essentially ignores: the CEO and other senior executives.

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