South Africa, Feb. 12 -- The Public Relations and Communications Association (PRCA) - the world's largest and most influential PR professional body) has officially put the 'management' back into 'reputation management'.

And honestly? It's about time.

3 reasons I love it

Here's what landed on my desk the day before yesterday, and why I'm genuinely here for it:

New definition, same alphabet soup

PR is now officially: "The strategic management discipline that builds trust, enhances reputation and helps leaders interpret complexity and manage volatility - delivering measurable outcomes including stakeholder confidence, long-term value creation and commercial growth."

Translation for the C-suite

No, it's not just media monitoring and ev...