The term “public relations” means many things to many people.  Even in my own company, there’s a difference of opinion.  Is PR “press releases”?  Is it “media relations”?  Is it “managing reputations, both online and offline”?  Is it “branding”?  Is it all of the above?

The good folks at PRSA (the Public Relations Society of America) recently pulled together a panel of experts to debate PR’s definition in today’s ever-changing, technology-centric world.  Here are a few of their takes:

“Public relations is ideas management,” says Richard Bailey, senior lecturer in PR at Leeds Metropolitan University in the U.K.  (OK, Richard, I think that’s part of it, but your definition is way too broad.)

“The channels have changed, but the ethos and objective remain the same.  The bottom line is that reputation is everything.  PR remains a strategic and tactical job to enhance, protect and defend the reputation of the client,” says Nick Murray-Leslie, CEO of PR agency Chatsworth Communications.  (Now we’re getting closer!  PR is as much strategy as it is tactics.)

“What was once considered a form of ‘push’ communications has now evolved into a more prosperous and valuable two-way communication platform in which brands, organizations, governments, non-profits, NGOs, etc. are able to communicate and engage directly with key audiences in a mutually beneficial manner,” says Rosanna Fiske, chair and CEO of the PRSA.  (Well said, Rosanna!)

Everybody has an opinion about how PR is -- or should be -- defined.  I believe it’s about push and pull, i.e., getting your message out but also listening to what your target audiences are saying.  I believe it’s about using technology and social networks to manage reputations online and offline.  And I believe it’s about creating, building and nurturing relationships with your customers, suppliers, the media and other influencers.

So how do you define PR?  I’d love to hear your take.