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November 21, 2011
PR's 'Rebranding' Gets Underway
Today starts a campaign to rebrand PR for the social media age. That, indeed, is the aim of the Public Relations Society of America as it launches prdefinition.prsa.org, a site with a tag-cloud template: "Public relations (does what) with or for (whom) to (do what) for (what purpose)." 

Crafting a new definition of public relations, says Rosanna Fiske, is "a process we know is overdue. We felt we could no longer let it go." Ms. Fiske is PRSA's chairwoman and chief executive and associate professor and global strategic communications program director at the School of Journalism and Mass Communication at Florida International University.

How about "acting smartly with clients to cope with a fast-changing communications setting"?

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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