Із прес-релізу Міжнародної Асоціації Зв'язків з Громадськістю (IPRA ) наприкінці робочого тижня ми дізналися, що члени Правління IPRA уточнили визначення PR на вимогу часу. Тепер ми визначатимемо PR як практику управління прийняттям рішень, спрямовану на встановлення відносин між організаціями та їх громадськістю такими комунікаційними методами, що базуються на довірі та етиці:
"The 30-word definition reads: Public relations is a decision-making management practice tasked with building relationships and interests between organisations and their publics based on the delivery of information through trusted and ethical communication methods.
Chair of the group charged with formulating this definition, and IPRA Board member, Alain Grossbard explains; “First we wanted to have a short definition that said: What is PR? Why do we do it? And how do we do it? Then, conscious of our heritage based on the IPRA code, and of a world today imperilled with fake news, we wanted to say something more. This is how IPRA members do PR and how we think the world should do PR. That is PR based on trust and ethics.”
Svetlana Stavreva, IPRA President continues: “Is this the last word? Experience tells us otherwise. Practitioners and academics have been defining PR for decades. Seminars have been dedicated to it. IPRA humbly offers our definition as we see it today. All feedback is welcome.”
The definition was adopted by the IPRA Board at its recent meeting in Yerevan, Armenia. More detail on our website here.
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