The Chartered Institute of Public Relations (CIPR) is getting behind the Public Relations Society of America's (PRSA) "PR Defined" initiative, which is a collaborative, industry-wide effort to develop a modern definition for the new era of public relations.
The PRSA wants to modernise the definition of public relations and increase its value. They state:
As the digital age has caused significant shifts in how organisations communicate internally and externally, a question frequently asked by the public, media and practitioners is, 'What is public relations?'
This coincides with the publication of the CIPR's own research "PR 2020: The Future of Public Relations," which highlights the need for better definitions of public relations.
The PRSA is inviting PR professionals to share their insights and perspective on what defines the modern practice of public relations, and is working with industry partners to gain further input and support.
Commenting, Jane Wilson, CIPR CEO, said:
Our own research in to what professionals believe will help build a successful future for PR points firmly to the need for better definitions of public relations. Our own definition is sound, but may not be entirely reflective of the scope of modern practice.
As our profession evolves, the challenge is not only to attempt to capture the diversity of disciplines within it but also to reflect the rapidity of changes in modern practice in an increasingly integrated and digital environment. Professional Public Relations makes a major impact to business and society and testing a sound and relevant definition is worthwhile and timely exercise to ensure that we properly communicate the value of what we do.
PR Professionals themselves have widely diverging opinions on the nature of public relations. It might be the case that a one-size-fits-all definition is very difficult to reach, but the process of trying will be very instructive. The PRSA have come up with a timely initiative and we will fully participate and will encourage our members to take up the chance to contribute.
Author of the Future of PR 2020 report and leading academic Dr Jon White FCIPR said:
Public relations is a rapidly evolving practice. There are currently at least four competing views of what the practice is and is to achieve. The PRSA's initiative is a good opportunity to clarify current views of the practice and the CIPR's own work on the future of the practice fits well with the initiative.
ENDS
For further information contact Phil Morgan on 0207 631 6926 or on philm@cipr.co.uk.
About the CIPR
The CIPR is the professional body for PR practitioners in the UK. With 9,500 members involved in all aspects of PR, it is the largest body of its type in Europe. The CIPR advances the PR profession in the UK by making its members accountable through a code of conduct, developing policies, representing its members and raising standards through education and training.
About the PRSA
The PRSA is the largest professional organisation serving the U.S. public relations community. With a mission to "advance the profession and the professional," the PRSA provides news and information, thought leadership, continuing education and networking opportunities, sets standards of professional excellence and ethical conduct, and advocates for the business case of public relations and greater diversity among public relations professionals. Based in New York, the PRSA comprises 112 local Chapters, 14 Professional Interest Sections that focus on specific industries and practice areas and the Public Relations Student Society of America (PRSSA), which is active at more than 320 colleges and universities.
About Dr Jon White
Jon White is a Fellow of the CIPR and a consultant in management and organisation development, public affairs, public relations and corporate communications management, working in both public and private sector organisations in Europe, the United States, South Africa, Australia, and Canada.
He is also a leading PR academic and the author of the Future of PR 2020.
About the Future of PR 2020
Commissioned by the CIPR's Research and Development Unit, Dr Jon White FCIPR has toured the UK, holding focus groups with CIPR members to gain their perspective on the future for PR practice. The themes and challenges which emerge from this research will shape CIPR strategy in 2012 and beyond. The report addresses questions including: what does a successful future for public relations look like? What are the issues that the profession needs to face up to and what are the factors that will determine success?
The findings of the "PR 2020" report will be presented to CIPR members on 7 December 2011 at the CIPR Public Relations Centre in London. For further information on this event email Kate O'Hagan.
