Where to Find Public Relations Def Resources?
Public relations definition resources exist across academic databases, professional organizations, open educational platforms, and library research guides. University libraries like Syracuse, UT Austin, and USC maintain comprehensive PR research guides with access to specialized databases including Communication Source, Business Source Complete, and JSTOR. Professional bodies such as PRSA (Public Relations Society of America) and CIPR (Chartered Institute of Public Relations) provide authoritative definitions, standards, and learning materials for practitioners at all levels.
Academic Library Research Guides
University libraries serve as foundational starting points for PR definition resources. These institutions curate collections of databases, journals, and reference materials specifically for communication studies and public relations research.
Syracuse University’s Public Relations Resources guide stands out with its organization. The guide provides access to Communication Source, which merged EBSCO’s Communication & Mass Media Complete with Sage’s ComAbstracts. This database indexes leading PR journals including Public Relations Review, Journal of Public Relations Research, and Public Relations Quarterly. Syracuse also maintains detailed subpages covering industry research, article databases, and media planning tools like SRDS.
UT Austin’s PR LibGuide takes a different approach by emphasizing full-text access. Their collection includes over 15,000 sources through Nexis Uni, Business Source Complete with Harvard Business Review coverage, and Communication & Mass Media Complete with 600+ indexed publications. The guide highlights practical resources like PRWeek trade magazine archives and the Encyclopedia of Public Relations edited by Robert L. Heath.
University of Florida’s guide focuses on practitioner tools. Beyond standard databases, they provide access to specialized resources including Cision media directories, Nielsen audience demographics through SRDS, and case study collections from Sage Business Cases. Their emphasis on applied research tools makes it valuable for professionals developing campaigns.
The pattern across these guides reveals several critical databases that appear consistently: ProQuest for comprehensive business literature, JSTOR for historical PR scholarship, ABI/Inform for trade publications, and Factiva for current news and media coverage. Students and researchers benefit from understanding which databases their institution provides access to, as costs can range from hundreds to thousands of dollars for individual subscriptions.
Professional Association Resources
PRSA maintains the most extensive collection of professional PR resources. Their platform serves over 30,000 members with materials spanning career development, ethics, and industry standards.
The organization’s definition of public relations has evolved through member input. In 2012, PRSA conducted a crowdsourced initiative that resulted in their current definition: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” This definition emerged after evaluating thousands of submissions and public voting, representing a consensus view within the profession.
PRSA’s resource library includes several distinct categories. The APR Study Guide provides comprehensive preparation materials for the Accredited in Public Relations examination, covering strategic planning, ethics, and campaign measurement. Their Professional Development section offers certificate courses, webinars, and on-demand training programs. The Silver Anvil case study database contains award-winning campaigns dating back to 1968, offering practical examples of PR strategy execution.
For newcomers, PRSA’s PR Quickstart program delivers a free introduction to agency operations and foundational practices. The Jobcenter provides salary surveys, with 2024 data showing median wages of $69,780 for PR specialists, though this varies significantly by industry and experience level. Educational resources include the Certificate in Principles of Public Relations, developed by PRSA’s Educators Academy faculty.
CIPR (Chartered Institute of Public Relations) offers a UK perspective with their professional qualifications program. Their definition emphasizes reputation: “Public Relations is about reputation – the result of what you do, what you say and what others say about you.” The organization provides tiered qualifications from Foundation level through Diploma programs at approximately Master’s level. Between 74% and 85% of CIPR qualification holders report career progression as a direct result.
The Institute for Public Relations (IPR) focuses on research and measurement. They publish studies on PR effectiveness, provide white papers on emerging practices, and maintain a research portal connecting academic scholarship with practitioner needs. Their Commission on Public Relations Measurement and Evaluation develops standards for demonstrating PR value.
Open Educational Resources and Free Courses
Several platforms provide no-cost access to PR education materials, removing financial barriers to professional development.
Alison hosts multiple public relations courses covering fundamentals, ethics codes, research methods, and strategic planning. Their “Diploma in Public Relations” program includes modules on media relations, crisis communication, and campaign evaluation. The platform reports over 20 million learners globally, with courses available in multiple languages.
Coursera partners with universities to offer PR courses that can be audited for free. IE Business School’s “Strategic Communication Campaigns” specialization covers campaign planning from concept through execution. The University of Florida provides “Introduction to Public Relations and the Media,” exploring media relationships, storytelling approaches, and fundamental communication theories. Learners can access video lectures, readings, and quizzes at no cost, with optional certificates available for a fee.
Oxford Home Study Centre offers free PR courses with 24/7 digital platform access. Their artificial intelligence in public relations course addresses emerging technologies like sentiment analysis, chatbots, and predictive analytics for campaign management. Traditional courses cover fundamentals, ethics, and strategic communication practices.
edX provides communications courses from institutions including Harvard and MIT. While not exclusively PR-focused, their business communication and strategic messaging courses apply directly to public relations practice. The platform’s verified certificates cost significantly less than traditional continuing education.
Social Sci LibreTexts maintains open-access textbooks on public relations. “Mastering Public Relations” covers field definition, function, and practice. These OER (Open Educational Resources) materials provide free alternatives to expensive textbooks, particularly valuable for students and self-directed learners.
YouTube channels from PRSA, university communication departments, and industry practitioners offer free video content. TED Talks feature presentations on communication, branding, and reputation management. Podcast networks like PR Week Podcast and For Immediate Release provide ongoing professional development through interviews and trend discussions.
Specialized Databases and Research Tools
Beyond general academic databases, several specialized tools serve PR research needs.
Cision operates one of the most comprehensive media databases, tracking over one million journalist contacts across 190 countries. The platform integrates with PR Newswire for distribution and includes advanced filtering by circulation, demographics, and past coverage sentiment. However, costs typically start around $7,000 annually, placing it in the enterprise category.
JournoFinder takes a different approach by continuously crawling over 50 million news articles to identify journalists currently writing on specific topics. Rather than maintaining static contact lists, it provides real-time data on who’s covering relevant beats. Starting at $189 monthly, it represents a more accessible option for smaller organizations.
WARC (World Advertising Research Center) maintains case studies, market research, and campaign effectiveness data. Their database includes award-winning work with detailed strategy breakdowns, execution notes, and results metrics. Subscription costs vary based on organizational size and access level.
Statista compiles statistics on PR industry trends, spending patterns, and employment data. Their reports cover digital PR adoption, influencer marketing growth, and crisis communication practices. While some data is publicly accessible, comprehensive reports require subscription or institutional access.
Edison Research’s Infinite Dial studies track media consumption patterns, including podcast listening, social media usage, and smart speaker adoption. These consumer behavior insights inform PR strategy development and media planning decisions.
For media monitoring, platforms like Meltwater, Brandwatch, and Mention track brand mentions across news, social media, blogs, and forums. These tools provide sentiment analysis, share of voice metrics, and competitive intelligence. Pricing varies widely based on query volume and feature sets.
Reference Works and Dictionaries
Standard reference sources provide quick access to PR definitions and terminology.
The Encyclopedia of Public Relations (2nd edition) by Robert L. Heath serves as the definitive reference work. Published by Sage, it covers over 300 topics including crisis communication, ethics, global PR practices, and theoretical frameworks. The work emphasizes how the internet and social media have transformed traditional practices. Many academic libraries provide electronic access.
Merriam-Webster defines public relations as “the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution.” The Cambridge Dictionary emphasizes “the activity of keeping good relationships between an organization and the general public.” These dictionary definitions provide baseline understanding but lack the nuance found in professional standards.
Wikipedia’s public relations entry offers a comprehensive overview with historical context, theoretical approaches, and contemporary practices. While not peer-reviewed, the entry cites academic sources and includes sections on measurement, ethics, and international variations. The collaborative nature means it stays reasonably current with field developments.
Britannica’s public relations article explores historical development, including Edward L. Bernays’ contributions and the field’s evolution through both World Wars. Their treatment emphasizes PR’s role in democratic societies and ethical considerations around “engineering consent.”
For specialized terminology, the PRSA maintains a glossary of PR terms covering everything from “advertorial” to “zoned edition.” This resource helps practitioners use consistent language and understand industry-specific concepts like “AVE” (Advertising Value Equivalency) or “SOV” (Share of Voice).
News and Trade Publications
Industry publications provide current definitions shaped by evolving practices.
PRWeek remains the leading trade publication, covering agency news, campaign launches, industry trends, and career moves. Their annual rankings of top agencies, in-house departments, and individual practitioners provide market context. Digital subscriptions start around $46 monthly for non-students. Academic libraries often provide historical access through databases like Access World News (2013-2021) and ABI/Inform (2003-2018), though recent content requires direct subscriptions.
PR Daily publishes daily news, how-to articles, and trend analysis. Their content addresses practical challenges like crisis response, employee communication, and measurement. Most content is freely accessible, with premium research reports available to subscribers.
Public Relations Journal, presented jointly by PRSA and IPR, is peer-reviewed and open-access. Quarterly issues explore research topics including social media strategy, diversity in PR, and measurement approaches. The open-access model means articles are freely available without subscription barriers.
Ragan Communications operates multiple properties including Ragan’s PRDaily, Healthcare Communications, and Internal Comms Hub. Their conferences, awards programs, and training workshops complement the publications, creating ecosystem resources for practitioners.
The Holmes Report focuses on agency business, providing market analysis, industry forecasts, and leadership profiles. Their Sabre Awards recognize campaign excellence across multiple categories.
University Communication Programs
Many universities with PR programs make course materials and research publicly accessible.
BYU’s Public Relations program shares student campaign work through their Bateman Case Study Competition entries. These demonstrate applied research, strategic planning, and campaign execution at the undergraduate level.
Boston University’s College of Communication publishes research reports through its Center for Communication Leadership & Policy. Their work addresses contemporary issues like misinformation, social media regulation, and diversity in media.
Syracuse University’s Newhouse School maintains an extensive research repository. Faculty publications appear in top-tier journals, and many position papers are publicly downloadable. The S.I. Newhouse School of Public Communications also hosts industry conferences that generate publicly available proceedings.
USC Annenberg’s Center for Public Relations offers research insights, white papers, and the Global Communication Report examining PR practices across regions. Their annual surveys track industry trends, salary data, and technology adoption.
Penn State’s Public Relations program contributes to the field through case study publications, the Page Center for Integrity in Public Communication, and faculty scholarship on ethics and global PR.
Government and Institutional Resources
Government agencies and international organizations maintain PR definitions within their operational frameworks.
The U.S. Bureau of Labor Statistics tracks “Public Relations Specialists” as an occupation category. Their Occupational Outlook Handbook describes job duties, educational requirements, median wages ($69,780 in May 2024), and employment projections (5% growth from 2024-2034). This data informs career planning and industry analysis.
The European Commission maintains guidelines on institutional communication and public affairs that define PR roles within EU governance. Their publications address transparency, stakeholder engagement, and communication policy.
UNESCO’s communication and information sector publishes resources on media development, freedom of expression, and communication rights. While broader than commercial PR, these materials inform ethical frameworks and international communication standards.
The World Bank’s Development Communication division defines strategic communication in development contexts. Their resources address behavior change communication, stakeholder participation, and transparency initiatives.
Social Media and Community Resources
Online communities provide informal but current perspectives on PR definitions and practices.
Reddit’s r/PublicRelations community has over 50,000 members discussing everything from entry-level questions to advanced strategy. The subreddit’s wiki includes resource lists, recommended reading, and career advice compiled by practitioners.
LinkedIn groups like “Public Relations and Communications Professionals” and “Strategic Communications” facilitate peer networking and knowledge sharing. These groups often surface emerging trends before they appear in academic literature.
Twitter (X) remains active for PR discussion, with hashtags like #PRStudChat and #PRFest bringing together students and professionals. Industry leaders share insights, articles, and job opportunities.
The Public Relations Global Network connects independent PR firms across 50+ countries. While primarily a business network, they publish resources on international PR practices and cultural considerations.
Selecting Resources Based on Your Needs
Different users require different resource types depending on their goals and background.
Students conducting academic research should prioritize university library databases. Communication Source provides the most comprehensive PR journal coverage. JSTOR offers historical perspective on the field’s evolution. ProQuest and EBSCOhost deliver breadth across business and social science literature.
Practitioners seeking continuing education benefit from PRSA’s webinars, APR preparation materials, and case study database. Free courses from Coursera or edX offer structured learning on specific topics like crisis communication or digital PR. Industry publications like PRWeek keep professionals current on trends and competitive intelligence.
Career changers and newcomers should start with free introductory resources. Alison’s PR courses provide foundational knowledge. PRSA’s “What is Public Relations” page offers field overview. YouTube channels and podcasts deliver accessible content for learning during commutes or workouts.
Consultants and agencies need competitive intelligence and industry benchmarking. Holmes Report, Cision’s media monitoring, and WARC’s case study database support client service. Salary surveys from PRSA and BLS inform pricing and hiring decisions.
Academics and researchers require peer-reviewed journals and theoretical frameworks. Public Relations Review, Journal of Public Relations Research, and Public Relations Inquiry publish cutting-edge scholarship. The IPR’s research portal connects theory with practice.
Frequently Asked Questions
What’s the most authoritative definition of public relations?
PRSA’s 2012 definition—”a strategic communication process that builds mutually beneficial relationships between organizations and their publics”—represents professional consensus. Academic sources often cite Grunig and Hunt’s definition: “the management of communication between an organization and its publics.” Both emphasize relationship-building and strategic management rather than simply publicity or promotion.
Are university research guides accessible to non-students?
Many university library guides are publicly viewable, but database access typically requires institutional login. Some libraries offer community borrower programs for local residents. Open-access resources within guides (like YouTube channels or professional association websites) remain accessible to everyone. Contact individual libraries about guest access policies.
How much do professional PR resources typically cost?
Costs vary dramatically. PRSA membership runs $230 annually for professionals ($65 for students), granting access to resources, discounts on training, and networking opportunities. Individual databases like Cision start around $7,000 yearly for basic access. Many universities provide students with “free” database access through tuition. Numerous quality resources—including Alison courses, YouTube content, and open textbooks—cost nothing.
Which resources best suit someone changing careers into PR?
Start with free foundations: Alison’s PR courses, PRSA’s PR Quickstart program, and Social Sci LibreTexts’ “Mastering Public Relations” textbook. Join Reddit’s r/PublicRelations for community perspective. Take Coursera’s free courses from Florida or IE Business School. Read PRWeek and PR Daily for industry context. Consider PRSA membership once you’ve established basic knowledge and are actively job searching.
For students, the combination of university library databases and professional association resources creates the strongest foundation. Those databases provide access to peer-reviewed research and historical context that inform academic work and professional practice.
Practitioners benefit most from staying current through trade publications and continuing education. The field evolves quickly, and resources from 2015 may not reflect contemporary practices around social media, influencer relations, or measurement.