The International
Public Relations Association wraps its values around a new definition of public
relations. After months of exhaustive debate IPRA, the International Public Relations
Association, has created a new definition of PR, fit for the times we live in.
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| Source: Wild west comms |
The 30-word definition
reads: Public relations is a
decision-making management practice tasked with building relationships and
interests between organisations and their publics based on the delivery of
information through trusted and ethical communication methods.
Chair of the group
charged with formulating this definition, and IPRA Board member, Alain
Grossbard explains; “First we wanted to have a short definition that said: What is PR? Why do we do it? And how do we do it? Then, conscious of our
heritage based on the IPRA code, and of a world today imperiled with fake news,
we wanted to say something more. This is how IPRA members do PR and how we
think the world should do PR. That is PR based on trust and ethics.”
Svetlana Stavreva,
IPRA President continues: “Is this the last word? Experience tells us
otherwise. Practitioners and academics have been defining PR for decades.
Seminars have been dedicated to it. IPRA humbly offers our definition as we see
it today. All feedback is welcome.”
The definition was
adopted by the IPRA Board at its recent meeting in Yerevan, Armenia.
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