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The practice of what today is called public relations is less than 100 years old. Yet during its brief history, public relations has been defined in many different ways. The earliest definitions emphasized the roles of press agentry and publicity since these were major elements from which modern public relations grew. (Public Relations Society of America [PRSA], n.d.) Many definitions were quite lengthy, so much so that they tended to describe what public relations does than what it is. In 1988, in an attempt to solve this dilemma the governing body of the Public Relations Society of America formally adopted a definition of public relations which has become most accepted and widely used: "Public relations helps an organization and its public adapt mutually to each other." (PRSA) This definition implies the essential functions of research, planning, communications dialogue and evaluation. This definition also recognizes that all organizations have multiple publics from which they......

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Approximate Word Count: 774
Approximate Pages: 4 (250 words per double-spaced page)

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