In 2012, what organization decided to address the lack of consistency and modernize the definition of PR?

In 2012, what organization decided to address the lack of consistency and modernize the definition of PR?

• A. International Public Relations Association
• B. World Communications Council
• C. Public Relations Society of America (PRSA)
• D. American Marketing Association

Answer: (C)

Definitions of public relations are continually updated to reflect how the field actually works and to give practitioners a common language. In 2012, the Public Relations Society of America (PRSA) led an effort to modernize PR’s definition and make it more consistent across organizations and industries. The updated definition centers on strategic, two-way communication that builds mutually beneficial relationships between an organization and its publics, and it emphasizes accountability and measurement. PRSA is the professional association that sets standards, ethics, and definitions for the PR field in the United States, which is why it’s the organization behind this modernization. The other groups are not the primary authorities driving a unified PR definition.

Definitions of public relations are continually updated to reflect how the field actually works and to give practitioners a common language. In 2012, the Public Relations Society of America (PRSA) led an effort to modernize PR’s definition and make it more consistent across organizations and industries. The updated definition centers on strategic, two-way communication that builds mutually beneficial relationships between an organization and its publics, and it emphasizes accountability and measurement. PRSA is the professional association that sets standards, ethics, and definitions for the PR field in the United States, which is why it’s the organization behind this modernization. The other groups are not the primary authorities driving a unified PR definition.