Rosanna Fiske
Redefining Public Relations in the Age of Social Media

Rosanna Fiske

THE public relations industry has decided that it may be a good time for, well, a public relations initiative.

The industry’s largest organization, the Public Relations Society of America, is embarking on an effort to develop a better definition of “public relations,” one more appropriate for the 21st century. The effort, to begin on today, will solicit suggestions from the public along with public relations professionals, academics and students.

The effort, of course, has a catchy name, Public Relations Defined, and a logo, too, that proclaims its goal: “A modern definition for the new era of public relations.” The effort is being spurred by the profound changes in public relations since the last time the organization updated its definition, in 1982.

Read the entire article at The New York Times.