In 1988, the governing body of the Public Relations Society of America formally adopted a definition of public relations which has become most accepted and widely used (PRSA, 2005). It is:
"Public relations helps an organization and its publics adapt mutually to each other."
This definition implies the essential functions of research, planning, communications dialogue and evaluation. The key words are "organization" rather than the limiting implication of "company" or business," and "publics" which recognizes that all organizations have multiple publics from which they must earn consent and support.
This definition was adopted because many definitions were being used, and most were more a description of the role of public relations in terms of press agents and publicity rather than being a definition of public relations (PRSA, 2005). Later definitions began to include such things as the need for research, careful planning, and thorough evaluation or measurement of results prior to action; a continuing systemic process rather than a one-time event; multiple audiences or publics; its role as an essential part of management; public participation, mediation, conciliation, arbitration and accommodation as important tools; and the need for a long-term commitment.
Public relations helps society to reach decisions and to function more effectively by contributing to mutual understanding among groups and institutions (PRSA, 2005). It brings private and public policies into harmony. It serves a wide variety of institutions such as businesses, trade unions, government agencies, voluntary organizations, foundations, schools, and religious institutions. To achieve their goals, these institutions must establish relationships with many publics such as employees, members, customers, local communities, shareholders and other institutions, as well as with society at large. Good public relations can help with these issues.
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