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  • I am a PR student and around 3 months ago I took on a job as Director of PR for my school’s Student Government Association. As I sat in my first Executive Board meeting, the thought occurred to me that I should define my role to my peers (SGA had never had a Director of PR and I did not want to get stuck doing nothing but making flyers). So when the president asked if I had anything to add at the end of the meeting I stood up and said something like, “I know I’m coming in late, but I want to do a good job. To do that, you need to understand what my role is. My job is to facilitate communication between you and your publics. Publics meaning the student body in general and student organizations specifically.” I got a lot of ‘ooh’s’ and ‘aah’s’ which would have been a good thing had I been correct. My definition of PR was woefully lacking. I really like the new definition: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” The second part of this definition is crucial because not only does it define what the objective is, it also show what we, as PR professionals, strive for. http://prdefinition.prsa.org/

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