'Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.'

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This definition comes from the Public Relations Society of America (PRSA), the leading professional organization for the industry. But sometimes it’s difficult to translate that into concepts and practices that add value and move the needle for clients and organizations – or to succinctly explain it to anyone, be it a prospective client, an industry colleague or a loved one.

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Now, with the Umbrella Model of Strategic Communications, we have a way to solve those challenges. The model (developed by Game Changer Communications president Jason Sprenger) visually represents the entire spectrum of how people and organizations communicate with their stakeholders and build, maintain and grow relationships with them.

 

This depiction helps people less familiar with strategic communications understand what it is and how it can deliver value. It also serves as a roadmap to help professionals explore what kinds of communications activities and elements could add value as part of a holistic program.