Good news that the CIPR has joined the PRSA in their 'PR Defined' initiative - a global effort to modernise the definition of public relations. The initiative is valuable in terms of bringing together the views of practitioners on how we define PR, although settling on one global definition will be difficult  However, the fact that so many practitioners are coming together to debate and to reflect on public relations practice is a positive step forward. 

There have been some interesting contributions so far (check out the PRSA's PR Defined pages). CIPR member Philip Sheldrake has also put forward a suggested definition, which is also worth review, particularly for its focus on organisational objectives and recognition of the complexities of influence in today's online environment.

Personally, I think the CIPR’s definition reflects how PR is developing:

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.

I like this definition as it references the following:

• Mutuality (“…to establish and maintain goodwill and mutual understanding between an organisation and its publics…”), reflecting authentic engagement with publics and the two-way symmetric model vs. one-way push messaging (social media being a driver for this)
• Reputation and influence (the value of reputation being a basis on which public relations investments are made)
• The ‘discipline’ of PR. I see this also as the processes, technologies and convergence of functions that mean PR is not simply about communication but also about ensuring that organisational processes, governance, research resources, data analytic capabilities etc support and inform communications efforts.

If I was to add anything to the current definition it would be an explicit reference to the reason why we make efforts to earn understanding and support – to help to achieve organisational objectives (reflected in Philip's suggested definition). Also perhaps a reference to public interest, in support of the public information model and to reflect issues of ethical practice and PR's role within civil society. 

I'll be watching how this debate develops!