The campaign to update the definition of public relations has reached the public voting phase. With the suggestions narrowed to three, the PRSA and its 12 partners have put the contenders to the people. They are:
Public relations is the management function of researching, communicating and collaborating with publics to build mutually beneficial relationships.
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
Public relations is the strategic process of engagement between organizations and publics to achieve mutual understanding and realize goals.