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Another comms industry is also living a period of definition shifting and uncertainty. Follow the debate on https://twitter.com/#!/search/%23commschat at 8pm GMT
Whoa - this new definition sounds a lot like social media marketing, or just interactive marketing in general (no specification about press/media, paid vs. unpaid, how "publics" are engaged with, etc). Not sure anyone would commonly define public relations this way, but fascinating to see them want to take a broader stance.