The outcome hasn’t quieted that debate nor stanched the criticism of the process.
PR executive Gini Dietrich, who skewered the finalist definitions, gave PRSA credit for taking on the challenge, but she said the process of choosing a definition was flawed.
“They had us fit our definitions into a fill-in-the-blanks formula that didn’t allow for true crowd-sourcing or independent thinking,” she told PR Daily. “The definition is jargon, at best, and still doesn’t explain what we do. Until the industry, as a whole, can describe what we do, in terms of business results, this exercise was futile.”