PR’s New Definition Is Welcome, But It’s Purpose That Matters More

By Clare Wimalasundera

The PRCA’s updated definition of PR is a useful step forward. It reflects a discipline that has outgrown its old skin. No longer confined to media relations, no longer the “press office” in the corner. But while the industry debates wording, the world outside is dealing with something far more urgent: a collapse in trust.

And that’s the real point. The purpose of PR today isn’t to perfect a definition. It’s to rebuild credibility in a world that’s running out of it.

Trust is the crisis no-one can ignore

This year’s Edelman Trust Barometer, launched at Davos, made one thing clear: people don’t believe the people in charge.

Seventy‑six percent of respondents worry leaders are deliberately misleading them. That’s not a perception problem. That’s a leadership problem and it's become a societal one.

Businesses remain the most trusted institutions, but even that trust is conditional. People expect companies to act with integrity, to take positions on issues that matter, and to show their workings. They want transparency, not spin.

This is the environment PR now operates in. Not one where clever messaging wins the day, but one where audiences interrogate every claim and expect organisations to behave in ways that earn attention, not demand it.

Proof over purpose is everything

We’ve spent a decade telling brands to find their purpose. And many have, often in a very smart and beautifully put‑together way. But purpose has become the easy part. The hard part and the part that actually builds trust, is proving it.

People aren’t looking for polished declarations anymore. They’re looking for action they can see, measure and believe. Purpose statements don’t build trust. Proof does.

The gap between what organisations say and what they actually do has never been more visible. And audiences have never been more unforgiving. They want evidence: action, consistency, measurable progress. They want leaders who show up, not just speak up.

This is where PR’s real value lies. Not in polishing narratives, but in challenging organisations to live up to them. Not in storytelling for its own sake, but in ensuring the story is true

The return of real storytelling

There’s a reason storytelling is having a resurgence, the human version of storytelling at least. People trust people. They want leaders who speak plainly, who show vulnerability, who explain decisions rather than hide behind statements. They want brands that communicate through real humans, not logos.

It’s a strategic shift. When leaders communicate with clarity and honesty, they build trust. When organisations empower their people to tell real stories grounded in action, not aspiration, they close the gap between purpose and proof.

So what does PR mean today?

The PRCA’s definition gives the industry a modern framework. But the purpose of PR right now is bigger, bolder and more urgent.

PR is here to build trust in a world that desperately needs it.
To turn purpose into proof.
To humanise leadership.
To bring transparency where ambiguity has become the norm.
To ensure organisations behave in ways that deserve the reputations they want.

Definitions matter, but purpose matters more. So what is PR’s purpose today? Make trust impossible to fake.

Need strategic PR and marketing support that delivers real impact? Let’s talk! hello@visiblepr.co.uk