Overview
Summary of PRSA’s description of public relations, its evolution, core functions, and common disciplines within the field.
Definition and Evolution
- Early focus: press agentry and publicity; modern focus: engagement and relationships.
- 1982 PRSA definition: PR helps organizations and publics adapt mutually.
- Current definition: strategic communication building mutually beneficial relationships.
Core Purpose and Scope
- Influence, engage, and build relationships with key stakeholders across platforms.
- Shape and frame public perception of an organization.
Key Functions and Responsibilities
- Anticipate, analyze, interpret public opinion, attitudes, and issues affecting operations.
- Counsel management on policies, actions, communications, including crisis communications and social responsibilities.
- Protect and manage organizational reputation proactively and reactively.
- Research, conduct, evaluate ongoing programs for informed public understanding.
- Plan and drive efforts to influence or change public policy as needed.
- Set objectives; plan, budget, recruit, train staff; manage required resources.
- Oversee content creation to drive customer engagement and lead generation.
Disciplines within Public Relations
- Corporate Communications
- Crisis Communications
- Executive Communications
- Internal Communications
- Investor Relations Communications
- Marketing Communications
- Integrated Marketing/Integrated Marketing Communications
- Media Relations
- Content Creation
- Events
- Social Media
- Multimedia
- Reputation Management
- Speechwriting
- Brand Journalism
Structured Summary
| Aspect | Key Details |
|---|
| Era Emphasis | Early: press agentry/publicity; Modern: engagement/relationships |
| 1982 Definition | Helps organization and publics adapt mutually |
| Current Definition | Strategic communication building mutually beneficial relationships |
| Primary Goals | Influence, engagement, relationship-building; shape public perception |
| Management Roles | Counsel leadership; crisis communications; social responsibility |
| Research & Programs | Ongoing analysis, evaluation; supports marketing, financial, fundraising, employee, community, government relations |
| Policy Influence | Plan and implement efforts to affect public policy |
| Operations | Objectives, planning, budgeting, staffing, training, facilities management |
| Content Oversight | Create content to engage customers and generate leads |
| PR Disciplines | Corporate, crisis, executive, internal, investor, marketing, integrated marketing, media, content, events, social, multimedia, reputation, speechwriting, brand journalism |