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January 12, 2012
PRSA Keeps Mulling and Mulling...
 
Keep on chuggin' under the understanding you've had of PR right along; it's not likely to change much when the Public Relations Society of America (PRSA) releases its restated definition at the end of February (a now extended deadline). PR, we're certain to be advised, is a relational craft. Along with Cutlip, Center, and Broom's classic text, the three draft definitions that PRSA's considering all include the notion of "mutual."

And that's, indeed, appropriate for a communication discipline. PRSA is mulling over three draft (re)definitions. Whether PR is preeminently a management function, a strategic communication process, or the achievement of engagement between organizations and individuals, it's truly a relational knack. One that, as Cutlip, Center, and Broom put it, "maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends." We think we've got it. 

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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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