Today I will be talking how we can redefining public relation into the 21st century. Indeed public relation don’t have any specific definition because it is depending on a lots of tasks in terms of the organizations expectation. According to an article from The New York Time, the Public Relation Society of America want to redefining “Public Relation” more appropriately to nowadays considering that the definition hasn’t changed since 1982. Today public relation professional, academics and students are involving on what should be the best appropriate definition for public relation in the 21st century. The current definition of Public Relation is “helps an organization and its publics adapt mutually to each others” but what have changed public relation’s definition most are the evolution of the internet and how easy it can be to communicate with each others nowadays no matters where you are living on earth thanks to blogs, Facebook or twitter that now is two ways process comparing to before where it was like a monologue and a one way process. “Before the rise of social media, public relations was about trying to manage the message an entity was sharing with its different audiences,” Mr. Lavelle said. “Now, P.R. has to be more about facilitating the ongoing conversation in an always-on world.” They think that having a new definition for public relation would help in order to attract people who would like to work in that field and who who might considering be hired by public relation firms. Dan Tish even said that the search for having a new definition of public relation is a “critical exercise” because it has to reflect in deep details on what public relation is all about. They need to redefining because public relations have some serious image look issues because most of the people seeing it as spin and they want re valorizing the image of public relation nowadays a brand new image that will valorizing a positive image of what is the purpose of public relation and why it is so important into the society to have good public relation within it is internal or external!