The PRSA of the US is consulting with its members in order to redefine PR for the digital age. See: http://prdefinition.prsa.org/?utm_source=whats_new&utm_medium=prsa_website&utm_campaign=prdefinition
Interestingly, amongst the Top 20 words in the word-cloud, ‘Reputation’ does not appear.
I wonder if the CIPR in the UK will consider a similar exercise? It would be interesting to compare and contrast.