Public relations definition has a PR problem

If you had an elevator ride to explain your profession or industry to a stranger, how would you tell it?

Would you tell the most interesting / exciting / engaging parts of what you do, or would you give your elevator passenger a robotic, jargon-filled rendition that is likely to confuse and make eyes glaze over?

For us communications professionals who work with the media, formulating succinct and interesting sound bites is a regular part of the job we do for our clients/organizations. And this is a valuable skill to have when speaking with any other person who you want to educate and keep interested in your organization or what your role is at that organization.

So when I read the three proposed definitions the Public Relations Society of America wants its members to choose from, I was confused. Read more of this post