Neville and Shel dive into the ambitious new definition of public relations proposed by the Public Relations and Communications Association (PRCA). Sparked by a two-and-a-half-page draft that reframes the discipline as a senior strategic management function, Shel and Neville debate whether this comprehensive document serves as a vital “PR for PR” or if its length and academic tone move it closer to a manifesto than a practical, portable definition. The conversation explores the proposal’s emphasis on organizational legitimacy, its explicit inclusion of AI’s role in the information ecosystem, and the ongoing challenge of establishing a unified professional standard that resonates across the global communications industry. Links from this episode: The PRCA’s proposed definition (PDF) Some Reflections on PRCA’s Proposed Definition of Public Relations (PRCA CEO Sarah Waddington’s LinkedIn post) The next monthly, long-form episode of FIR will drop on Monday, January 26. We host a Communicators Zoom Chat most Thursdays at 1 p.m. ET. To obtain the credentials needed to participate, contact Shel or Neville directly, request them in our Facebook group, or email [email protected]. Special thanks to Jay Moonah for the opening and closing music. You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. You can catch up with both co-hosts on Neville’s blog and Shel’s blog. Disclaimer: The opinions expressed in this podcast are Shel’s and Neville’s and do not reflect the views of their employers and/or clients. Raw Transcript: Neville Hobson Welcome to For Immediate Release. This is episode 496. I’m Neville Hobson. Shel Holtz And I’m Shel Holtz. Neville, how would you define public relations? Neville Hobson The very short way I would define it—and this is a very old definition I seem to remember from the CIPR before it was called the CIPR—is the custodianship or the stewardship of the relationships between a brand or a company and its publics. That’s how I define it. Shel Holtz I like it. PRSA defines it as a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Neville Hobson I could have said that, but I just wanted to give you the quick version. Shel Holtz Yeah, well, that works. But now we have the Public Relations and Communications Association (PRCA) proposing a definition that positions public relations as a senior strategic management discipline focused on reputation, trust, legitimacy, and long-term value. In this framing, PR exists to help organizations and individuals navigate complexity, reduce uncertainty, manage risk, and build durable relationships with the people and institutions that affect their ability to operate and succeed. It emphasizes two-way engagement, board-level counsel, data and insight, crisis preparedness, and societal impact. It explicitly extends PR’s remit into shaping the information ecosystem in an AI-driven world. Now, that’s a summary of the definition; the definition itself consumes two and a half pages of text. It’s available as a PDF and open to comment by PRCA members, according to the organization’s CEO, Sarah Waddington. In a LinkedIn post, she said the draft definition draws on academic research and a thematic analysis of recent sector commentary following her Radio 4 Today debate with Sir Martin Sorrell, which we talked about here a couple of weeks ago. A two-and-a-half-page definition is a lot, and that’s kind of the point. The definition is designed for the environment in which many senior practitioners find themselves right now. The language of foresight, volatility, legitimacy, and uncertainty isn’t an accident; it’s meant to reflect how closely public relations work is increasingly tied to leadership decision-making. In that sense, this definition does something a lot of us have argued for over the years: it situates PR at the strategic heart of the organization rather than treating it as a delivery function. It also aligns with a broader international view that PR is fundamentally about relationships and long-term organizational health, not about outputs like press releases or media placements. As you might expect, there have been reactions. Philippe Boromans, a former president of the International Public Relations Association and an upcoming guest on FIR Interviews, shared on LinkedIn that the definition reads less like a definition and more like a manifesto—ambitious and comprehensive, but maybe trying to do too much. Historically, definitions that have endured tend to revolve around a single unifying idea. Think about the emphasis on mutually beneficial relationships in PRSA’s definition, which they adopted in 2012. That kind of conceptual anchor makes a definition portable—it’s easy to explain, teach, and remember. By contrast, the PRCA proposal advances a lot of important ideas all at once: trust, legitimacy, engagement, value creation, behavior change, and societal impact. These are all part of PR, but without a clear organizing principle, it’s hard to find something to hang your hat on. There’s also the question of tone and accessibility. The language is unapologetically corporate and at times delves into the academic. That may resonate with board advisors and consultants, but definitions also serve students, people starting their careers, and those in the nonprofit or public sectors. A definition that primarily reflects the experience of the profession’s most senior tier risks narrowing its usefulness. One critique I find particularly important is the exclusive reliance on the concept of “stakeholders.” Neville Hobson Yep. Shel Holtz Public relations is always engaged with broader publics, too—communities, citizens, and audiences whose perceptions matter even when they don’t fit neatly into a stakeholder map. Leaning too heavily on stakeholder language nudges the discipline closer to management theory and further from its roots in public engagement. And, of course, there’s the AI dimension. The definition explicitly calls out PR’s role in shaping the information ecosystem and ensuring organizations are represented accurately in AI-generated outputs. Some see this as an overdue recognition of how information now circulates, while others question whether embedding AI so directly risks dating the definition. If you work in PR, you should read this proposal less as a final answer and more as an aspirational statement. As a description of what PR could be at its most strategic, it’s compelling. As a concise, durable definition, it may need sharpening and a cleaner central idea. Definitions are tools to help us explain our value and align practice across borders. This proposal doesn’t settle the challenge, but it moves the conversation forward. Neville, what do you think? Neville Hobson I agree. I’m looking at the PDF now. I’ve not read the whole thing yet, so I will do that and likely write some comments. The first thing that grabs my attention is that it doesn’t explicitly state the author, though I assume it’s Sarah Waddington. It says a new definition is needed to reflect the modern operating environment and illustrate how integral the discipline is to success. In short, the industry needs better “PR for PR.” I agree with that 100%. The 10-second definition I gave you earlier is woefully inadequate for today. It’s interesting looking at this document; it’s very standalone. Philippe Boromans mentioned in his blog post that it looks like it begs for more dialogue, and I agree. I don’t see it as complete at all. Shel Holtz Sarah did invite members to comment on it. I think the consultation runs through the end of the month. Neville Hobson She’s likely going to get comments from non-PRCA members as well since it’s on LinkedIn. Looking at the core principles she mentions—relationship-centered, not output-focused—that is very much in line with how conversations are shifting from inputs to outcomes. I remember about 15 years ago when PRSA led a charge to redefine PR in the US. It was picked up by practitioners here in the UK, there was a lot of dialogue, and then… nothing happened. Hopefully, this will be different. I think she would be wiser to make this completely open, not just restricted to PRCA. The praise the PRCA will get is for taking the initiative. I’m wondering if they’ve engaged with other professional bodies to join them. It requires a lot of dialogue, and that’s the point of doing this. My only hang-up is the restriction to members. I’m not a PRCA member—I’m with IABC—but I support what they’re doing. As for her BBC interview with Martin Sorrell, it was clear he was talking utter rubbish, so it’s good to have these discussions. Shel Holtz I certainly have nothing but praise for initiating the conversation. However, I agree that two and a half pages is not a definition; it is a manifesto. Imagine a two-and-a-half-page definition in a dictionary! I remember the Melbourne Mandate and the Venice Accords from the Global Alliance—those were more about purpose statements and AI positioning. I’m not sure all of that belongs in a definition, but as a spark for conversation, this is a good move. Neville Hobson It’s too soon to see the full weight of public opinion on this, but we do need a new definition. I don’t see it as a manifesto, but it is incomplete. It would have benefited from an intro saying, “This is a first draft, we seek your feedback.” Shel Holtz When I think of a definition, I want it to be something everyone can remember. You should be able to get the concept down and be 90% there with the wording. No one is going to memorize two and a half pages. This sounds more like the outline of a textbook. Neville Hobson The CIPR website defines PR as “the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.” That’s been around for decades. It adds to my feeling that we need something more effective. But a PRCA definition only works if the whole industry is singing from the same hymn sheet. Shel Holtz I wonder if the PRCA is a member of the Global Alliance. That would be the place to adopt a definition so that all member associations embrace a consistent version. I’d also like to see the notion of “professional” public relations included, which is why I support certification—to signal that you are a professional and not just someone who says, “Well, everyone can communicate, so I can too.” Neville Hobson That’s the rocky road no one wants to go down! We’ve been there so many times. People resist change. It needs someone to take a very strong lead to get this on the public agenda. It reinforces my view: excellent initiative by the PRCA, but it needs to be industry-wide, otherwise, we just end up with multiple conflicting definitions. Shel Holtz Undoubtedly. Listeners, take a look at the proposed definition; we have a link to the PDF and Sarah’s post in the show notes. Let us know what you think. What would you change? We’ll share your views on an upcoming edition. And that will be a 30 for this episode of For Immediate Release.   The post FIR #496: A Proposed New Definition of Public Relations Sparks Debate appeared first on FIR Podcast Network.