PRSA Re-Defines PR and It’s About Time

So, the Public Relations Society of America (PRSA) is re-defining public relations with the help of its members. Here’s what the PRSA has on its web site:

“‘Public Relations Defined’ is an initiative to modernize the definition of public relations. Through an open and collaborative effort, PRSA and its industry partners are providing a platform for public relations, marketing and communications professionals to add their voice to a new definition of public relations.”

On one hand, I snicker at the idea that the advancements in communications and true relationships with the public in the last few years hasn’t garnered the attention of the PRSA until now. On the other hand, I salute them and say, “hey, big ships move slowly,” and as an organization as old as it is and with a member base as vast as it is, decisions like this must be thoughtful and deliberate, so hats off to moving forward.

From an organizational perspective, meaning the PRSA, I get it. From a member perspective, I find it totally preposterous that more public relations professionals haven’t forced this issue sooner. When did you first look at social media as a public relations tool? What was it for you that made you stop and say, “wait, now THAT is real public relations?” For me, I can tell you it was a few years ago after reading David Meerman Scott’s book, “The New Rules of PR and Marketing.” My associate, Amy Schneider echoes Meerman Scott in a recently posted blog called, “Redefining Public Relations,” in which she says essentially, the new PR professional has to adapt and become proficient in a number of areas to remain relevant. I completely agree.

About three years ago, as I looked around the Minneapolis PR scene, in fact, Minnesota PR as a whole, I realized that no one was buying into this notion that traditional forms of public relations and marketing was changing dramatically right before our eyes. In fact, one of the first blogs I wrote was based on a conversation I had with the owner of another agency in town who essentially dismissed the idea that social media was anything more than a passing trend. At the time, I thought her position was outrageous, today, I think it’s comical.

In many ways, public relations has never been easier to define than it is today through the use of social media. Businesses are developing relations with the public in ways they could never in the past. Ironically, marketers are claiming the territory, when in truth, much of online marketing is about building relationships with the public. To me, this is further illustration of the blurred lines between PR and marketing.

At long last, the definition of PR will change and receive the official blessing of the Public Relations Society of America. Hallelujah! It’s about time this move is being made. Now, let’s hope they come up with a definition that’s accurate and certainly one that can be edited in accordance with changes in society. Perhaps once the members of the PRSA come up with the new definition, its members should start to re-evaluate the necessity of the PRSA as an organization. Then again, maybe the fear of obsolescence has to do with why it took them so long to seek a new definition for public relations.

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.

Tags: David Meerman Scott, Minneapolis PR, Minnesota PR, new definition, PRSA, public relations society of america, redefining PR, the new rules of PR and marketing

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