Defining Public Relations in India in 2013

This blog is out of complete curiosity. Was taking some sessions on defining public relations with students. It made me want to know, how do current practitioners in this profession would like to define it in the year 2013.

Some older definitions are like this. The U.S. perspective : Cutlip, Center and Broom (2006: 5): ‘Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.’

However in the UK the definition is a little diffferent. According to the Chartered Institute of Public Relations (CIPR) it is : ‘[Public relations] is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics’ ( 

This leaves out the the term ‘management’ as seen in the American counterpart.
So how is the definition of public relations in India being coined?

Is it something different from the above two or similar? Would love to know your views.