Last month PRSA announced the time has come to re-define public relations.  Since then, PRSA has been collecting input online to crowdsource the new definition.  The process will end this Friday, enter a review phase, followed by another public vote, and presumably by the end of this year we’ll have a new way of articulating what P.R. is.

Putting myself in my clients’ positions, I think they might describe their PR programs this way:

·         A content creation engine to stimulate conversation about us with our clients and prospects

·         A broker for connecting us and positioning us as a resource with key media

·         An effective and much less expensive form of advertising

·         Great way to communicate our thought leadership

·     One program in overall marketing plan in which we can compete on more level playing field with competitors that are much larger and richer