Defining a Profession

The Public Relations Society of America (PRSA) is going back to basics in a big way: redefining the profession itself. Reflecting the communication changes that have contributed to the perceived need for a new definition, the organization approached the initiative in a collaborative, interactive way, soliciting ideas on its website, Twitter and other channels. The original plan was to offer three candidate definitions for a public vote in December, but the response was so overwhelming – over 900 definitions were submitted – that the vote was pushed to mid-January, giving the PRSA Definition of Public Relations Task Force a chance to sift through all the options. The big reveal is now scheduled for late January.

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