Week 1: Introduction to Public Relations — The Definitions of PR

How should we define PR?

Let’s look at these definitions:

Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve the public interest.

Public relations is the systematic promotion of mutual understanding between an organisation and its public.” Or, as the British express it: “Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.”

The definition of public relations used by the PRIA is “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics.”
However, with the massive change in the communication process brought about by the information era, public relations could be described easily as:

“Helping an organisation and its publics adapt mutually to each other.”

Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. – Chartered Institute of Public Relations

Public relations is the engineering of public consent.