Defining the Future of Public Relations

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Public relations remains a field plagued by lack of definition. To fulfill its promise, the field must not only adopt a much clearer definition, it must make that paradigm real and credible by (a) developing relevant theory, (b) applying it in a much more sophisticated manner, (c) communicating it clearly and consistently, and (d) taking aggressive steps to arm practitioners, students, scholars and educators with relevant education and training. The field of public relations would be wise to reject the emerging paradigm of "reputation management", in favor of a deeper and longer-lasting definition along the lines of "managing strategic relationships".

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