The Endless Quest to Define PR

Y Babji, PR Educator

If you ask a software engineer, a graphic designer or an accountant what they do for a living, they can usually summarize their profession in a single sentence. Ask a Public Relations professional and you are likely to hear an explanation involving reputation, communication, relationships, trust or stakeholder engagement. Ironically, a profession devoted to clarity has always struggled to define itself with precision.

In fact, there isn't one universally accepted definition of public relations. Over the last century, scholars, practitioners and professional bodies have proposed hundreds of definitions. Some view PR as persuasion; others see it as communication management, relationship building, reputation management or even an organizational conscience.

The answer is all of these and more. To understand why PR has so many definitions, one must trace its evolution from one-way persuasion to two-way communication and finally to strategic relationship management.

It is because, Public Relations is a multidisciplinary and hybrid field that combines the principles of communication science, sociology, psychology, management, journalism, marketing, law, research, information technology and the creative arts to establish and maintain mutually beneficial relationships between organizations and their publics.

The Famous 472: Rex Harlow's Quest for Clarity

In 1976, Dr. Rex F. Harlow, one of the pioneers of PR education, undertook perhaps the most ambitious effort to understand the identity of the profession. He collected definitions of public relations published between 1900 and 1976 and discovered no fewer than 472 definitions.

After analysing them, he synthesized their common elements into what became known as the "mega-definition":

"Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change; and uses research and ethical communication techniques as its principal tools."

Though comprehensive, Harlow's definition was too lengthy for everyday use. Yet, it remains one of the most influential syntheses in PR literature.

The 3 Eras of PR Evolution

1. The Era of One-Way Persuasion (Early 20^th Century)

Public relations emerged from publicity, press agentry and wartime propaganda. Communication largely flowed in one direction—from organizations to audiences.

Edward Bernays, often called the "Father of Public Relations," defined PR in 1955 as: "The attempt by information, persuasion, and adjustment to engineer public support for an activity, cause, movement or institution."

The expression "engineering consent" reflected the spirit of the age. Public relations was viewed primarily as a science of influencing public opinion.

During this period, definitions emphasized publicity, persuasion and image projection.

2. The Era of Two-Way Communication and Mutual Adaptation (1970s–1990s)

By the late twentieth century, increasing public activism and social awareness compelled organizations to listen rather than merely broadcast.

The PRSA Definition (1982)

The Public Relations Society of America (PRSA) proposed: "Public relations helps an organization and its publics adapt mutually to each other." This marked a profound philosophical shift. Public relations was no longer solely about influencing publics; it was also about influencing organizations to become responsive to public expectations.

Cutlip, Center and Broom (1985)

In later editions of Effective Public Relations, Cutlip, Center and Broom defined PR as: "The management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends." This definition brought the concept of relationships to the forefront and remains one of the most quoted definitions in textbooks worldwide.

British Institute of Public Relations

The Institute of Public Relations, UK, defined PR as: "The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics." This definition highlighted continuity and goodwill rather than isolated publicity efforts.

Frank Jefkins

Frank Jefkins, whose books shaped PR education globally, defined public relations as: "All forms of planned communication, outward and inward, between an organization and its publics for the purpose of achieving specific objectives concerning mutual understanding." Jefkins stressed the importance of internal communication alongside external communication.

Grunig and Hunt (1984)

James Grunig and Todd Hunt, in their landmark work Managing Public Relations, advanced the concept of two-way symmetrical communication, advocating balanced communication and mutual understanding rather than manipulation. Their Excellence Theory later became one of the most influential frameworks in PR scholarship.

3. The Modern Era of Strategic Relationships (21^st Century)

The internet, social media and digital communication have transformed every stakeholder into a publisher and every smartphone owner into a potential influencer. Consequently, PR has moved beyond media relations and publicity.

PRSA's Crowdsourced Definition (2012)

After an extensive international consultation, PRSA adopted the definition: "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

This definition reflects the digital age and positions PR as a continuous strategic process rather than a collection of tactics.

Chartered Institute of Public Relations, UK

The Chartered Institute of Public Relations describes PR as: "The discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour." This definition highlights reputation management as the core purpose of Public Relations.

Public Relations Society of India

The Public Relations Society of India (PRSI) officially endorses the foundational definition of public relations as: "deliberate, planned and sustained efforts to establish and maintain mutual understanding between an organisation and its public." originally formulated by the Institute of Public Relations (IPR) in London.

Global Alliance for Public Relations and Communication Management

The Global Alliance views PR as a strategic management function characterized by ethics, sustainability, stakeholder engagement and societal responsibility.

Thus, contemporary definitions increasingly emphasize transparency, accountability, dialogue and social responsibility.

A Contemporary Practitioner-Teacher Perspective

After thirty-seven years of practicing, teaching and studying public relations, I have increasingly felt that many definitions emphasize relationships but overlook another everyday reality of PR practice.

Public relations professionals are expected to be the first point of contact for every information need within an organization. They are often required to answer questions, manage issues, coordinate responses and provide communication support to all departments. In many organizations, PR becomes an "all-sundry" responsibility.

Therefore, I propose this definition: "Public relations means not only establishing and maintaining meaningful mutual relations between an organization and its publics, but also managing communications and addressing inquiries responsibly and strategically as they arise." - Babji Yana

This definition recognizes that public relations extends beyond relationship management. It acknowledges the profession's day-to-day role as the custodian of organizational communication and information responsiveness.

Why Will We Never Have Just One Definition? Even after a century of scholarship, the search for a single definition continues.

PR is a Social Chameleon

Chameleons have evolved to adapt to a perpetually changing environment. Same way, PR people being Social Chameleons can become what others expect them to be. A corporate PR practitioner may focus on reputation management, while a political communicator may emphasize public opinion. A non-profit communicator may concentrate on advocacy, whereas a government information officer may prioritize citizen engagement. Consequently, different practitioners perceive the profession differently.

PR Overlaps with Marketing, Advertising and Journalism

Integrated communication has blurred traditional boundaries. Media relations, digital communication, branding, content marketing and stakeholder engagement increasingly converge.

Society keeps changing. Every technological revolution - from radio to television, from the internet to artificial intelligence - changes communication itself. Therefore, definitions naturally evolve.

The Ultimate Three-Pillar Framework

Despite hundreds of definitions, three elements remain constant.

1. PR is a Management Function: PR belongs at the decision-making table. It should help shape policies rather than merely defend them.

2. PR is a Strategic Communication Process: Effective PR depends on research, planning, implementation and evaluation. It is not improvised publicity.

3. PR Exists to Build Mutually Beneficial Relationships: Sustainable communication requires trust and reciprocity. If only one side benefits, it becomes manipulation rather than public relations.

Conclusion

The Definition is a Journey, Not a Destination. The existence of hundreds of definitions should not be seen as a weakness of the profession. On the contrary, it demonstrates the remarkable adaptability of public relations.

From Edward Bernays' "engineering consent" to Grunig's symmetrical communication, from Harlow's management-oriented approach to the PRSA's emphasis on strategic relationships and from reputation management to responsible communication responsiveness, the profession has continually reinvented itself.

Perhaps public relations will never have a final definition and perhaps that is its greatest strength. For public relations is ultimately not a static body of techniques but a dynamic art and science of creating understanding, nurturing trust, managing communication and sustaining relationships in an increasingly complex and interconnected world.