In the various public relations courses I've taken, there seem to be different definitions for the practice of PR.
Here's one of them:
Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action which serve both the organization’s and the public’s interest.
Here's a different one:
PR is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends
I can put a bunch of buzzwords and jargon together and hope that they stick to a straight definition of public relations, but I don't see the point in that. because then ordinary person wouldn't be able to understand what it means. And after all, isn't the job of the PR person to avoid exactly that?
Instead, I'm going to write about what I do know and have learned through my past experience and coursework. And maybe then I will come out with a definition of my own.
What I do know is that public relations strives to maintain mutually beneficial relationships between an entity such as a brand or company and their audiences. Involved in this relationship are intangible transactions such as relevant content, fun and sometimes over-the-top events, recognition and acknowledgement, and beneficial information that answers the "so what?" question behind it.
I also know what public relations is not. And that is a spin show, an evil mastery of false information and lies. As I've learned in college, the public relations industry has been tainted by the stereotype that our job is to spread lies and cover up scandals to make everything look like rainbows and unicorns all the time.
News flash folks: it's not!
That social media post you laughed at and shared with your friends? Guess what, that's public relations.
That email newsletter you are so thankful exists because it keeps you up to date on all the discounts going on at your favorite store? Guess what, that's public relations.
The influencer that introduced you to your favorite go-to product? That’s public relations.
Public relations is all about making people’s lives easier and breeds connections. It’s about cultivating satisfying relationships that help a brand or company grow and innovate while allowing their stakeholders to become closer to the product or service in a new way that hopefully inspires them to share their love with their social circle. One connection leads to another which leads to many more. Two-way communication is in!
As for my definition, I would define public relations as the act of maintaining mutually beneficial relationships through two-way communication between an organization and its audience.
Maybe in a few years, it’ll change!