As a Phoenix-Scottsdale PR Firm with a team of associates, we're honored to have been part of the Public Relations Society of America's discussion panels who helped define public relations: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” What are key points in this definition? -Simple and straightforward, this definition focuses on the basic concept of public relations — as a communication process, one that is strategic in nature and emphasizing “mutually beneficial relationships.” -“Process” is preferable to “management function,” which can evoke ideas of control and top-down, one-way communications. -“Relationships” relates to public relations’ role in helping to bring together organizations and individuals with their key stakeholders. -“Publics” is preferable to “stakeholders,” as the former relates to the very “public” nature of public relations, whereas “stakeholders” has connotations of publicly-traded companies. We're here to help you develop the best PR program for your organization.