Crowdsourcing a new definition for PR

I’ve touched upon the Public Relations aspect of social media in the past; it’s clear that the internet has broadened the playing field for businesses who are trying to reach out to an audience. Today, PR has the power to be a real-time one-to-many, one-to-one, interactive conduit between you and your target market. Another topic I’ve posted a lot on is the power of crowdsourcing.

So I was thrilled to read that a leading American PR industry body, the Public Relations Society of America has decided to work towards a new definition of the discipline of PR. The organization last changed its definition in 1982; practically the Stone Age! Today, blogs and social networking platforms and more have broadened the process of PR.

What used to be a one-way street now has the potential to be a real dialogue. As marketing buffs churn out new terms like buzz marketing, viral marketing and the like, PR’s role needs to be clarified in the light of its new, broader ambit.

What better way to define PR for the social media age than to crowdsource the definition? The PRSA has a website where anyone who is interested can contribute a definition. Submissions will be accepted until December 2nd, 2011. Three finalists will be selected and posted for public voting from December 6th to December 15th. At the end of it all, hopefully, a definition will emerge which reflects the new, broader scope of PR both in its content and the manner of its creation.

Perhaps this exercise will pave the way for more inclusive decision making processes, not only within industry associations but in businesses themselves, perhaps even including the public. I look forward to seeing the new definition and I just might submit an idea of my own – and so should you!

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