PR to me is the only communications discipline, which bears its end in the name not the means. We help to establish, maintain and develop public relations – between individuals, between corporations, organizations and professional bodies, and all thinkable constellations in this field.

Compare this with advertising, direct marketing, social media, etc. I would call this self-referential, to say the least.

I wasn´t surprised that my “definition” of PR, which I filled into the PRSA form was rejected, as it read “Public Relations publicly relate publics to publics to create public relations.” Sounds weird? It´s not, as I understand my task as a PR professional – in a sense of a modern communications management – to employ the strength of any communications to a clearly defineable end: the relation of my customer to its relevant publics.