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Transcript of bus 500 Group 8
Group- 8Business communication 500Fall semester 2015
Group Members
Shara Jahan ShaplaRahnuma SultanaMobin Ahmed ChowdhuryBayezid Al Amin
Global Public Relations Chapter Topic Presente
d By
11 A review on Latin American countriesRahnum
a Sultana
12 Central And Eastern Europe BAYEZID
AL AMIN.
13 WESTERN EUROPE AND “LEGACY” COUNTRIESShara Jahan Shapla
14 A Look To The Future
Mobin Ahmed
Chowdhury
Public RelationA review on Latin American countries
Name: Rahnuma SultanaE-mail: [email protected]
Public Relation (PR)
What is PR?
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Introduction Public relations in Latin America has a long and complex history The origin dates back as early as 1968 Many public relations practitioners still face the similar
challenge as has been debated in previous decades Understanding this historical and governmental legacies are
important A study on this would help current practitioners be better-
prepared. The present study will discuss about public relations practice
issues in Latin America
Overview Public relations market in Latin America has a vibrant change. Opportunities for public relations in this region are being created
by : Privatization of state controlled industries Rise in exports Economic growth Democratization Changing media environments Increasing consumerism
Overview
The change can be explained with some examples :
CNN and other networks -Spanish language channels
Print media such Time, Newsweek etc.
US agencies has established offices.
Philosophy
The six different approaches to public relations in Latin America are: Public Relations is a specialty within journalism as has been viewed
originally An activity related to selling of products Public relations boosts the legitimacy of an organization through its
ethical actions Public relations is concerned with organizational morale Relates to the professional's social, technical and political contacts Views public relations as organizing social and cultural events
A Review On Brazil
A review on Brazil Practice on public relations started in 1914 Formal education on public relation started in 1967 Brazil view the role of practioners concerned with:
Ethics and social responsibility Betterment of political and social environment Employee well being and community wellbeing Government harmony Relationship with people before money Democracy
A review on Brazil Public relations practitioners working in Brazil should
Work with local partners to gain government and public opinion support.
Include social component Give importance to social responsibility Respect environmental concerns
Poor brand awareness(Example : Problem faced by Lucent Technologies) To resolve this issue public relations team undertaken following
steps that resulted in tripling of brand awareness Aggressive media relations Special events and trade shows Customer events Internal communication and philanthropy efforts etc.
A review on Brazil
A review on Mexico
Public relations practice in Mexico has become more professional and has been helped by
International public relations firms
Growing business media
Cause-related marketing
Increased NGO activity
Evolving democracy
Improving information technology
Economic changes due to its North American Free Trade Membership
A review on Mexico
A review on MexicoMexico's public relations efforts face challenges from unequal wealth distribution distrust of media poverty and high illiteracy rate
But still…..
The relationship between practitioners and media are also changing due to less government intervention in media Public relation continues to move beyond publicity and media relations function
A review on Colombia
Public relations in Colombia began in 1990 under Gaviria administration It grew significantly in between 1996-98 before economic downturn came 1999 Colombia creates an example in balancing public relations with socio-
economic and political environment in transitions. Public relations practitioners in Colombia had to-
keep a low profile compete with professions encounter lack of trust
A review on Colombia
A review on Colombia
A number of insights have been offered about the challenges that have been
faced High level poverty and illiteracy affect the type of message public receive
Lack of trust in organizations and apathy towards civil engagement following the
failure of previous government
Lack of community engagement and public safety due to violence
To improve the situation, boost legitimacy of their organization within the country and achieve good relations with public the practitioners must
Participate in nation building
Encourage peace and organizational change
Develop campaigns to increase trust in organizations
Take care to avoid corruption, bribes, nepotism and propaganda
A review on Colombia
Important IssuesLatin America as a whole
Corporate Social Responsibility
Latin American citizens increasingly expect organizations to exercise social
responsibility for example a third of Brazilian people expect companies to help
improve society Companies also realize importance of cleaner production techniques. chile is a
leader in this case in taking initiatives for cleaner production Since local companies are addressing corporate social responsibilities foreign
investors and multinational corporation often face additional expectation from citizens Xerox corporation demonstrating social concern by making US$ 1 million grant for
supporting educational program is a good example
Cultural Differences
Cultural DifferencesPublic relations practitioners must keep in mind while target multicultural consumers that
Latin American countries are proud of their cultural and heritage differences for example
Spanish in Mexico is spoken differently than in Venezuela
Strategies and tactics must be adapted to cultural, political and economic differences
Knowing local custom is imperative. For example, putting a Spanish language news release in
Brazil would be a major blunder in this Portuguese-speaking nation
Integrate and coordinate campaigns among time zones of this vast region
Community based public relations strategies conducted in local language can be very effective
Make sure messages are culturally relevant
Diplomacy and Government Relations Many foreign governments seek to strengthen diplomatic relations with a variety of Latin
American countries to boost positive perceptions of their government's policies and leaders.
To resolve this problem Bush adminstration's chief image strategist increased region's
student exchange program, deployed new public relation specialist, allowed US
ambassadors to speak out more and revised aid program to the region's countries.
A variety of Latin American governments also work to strengthen their ties with US and
other foreign countries.
They successfully use their embassies to forward their countries' strategic promotional
goals
Tourism Tourism is big business in many Latin American countries including Mexico, Uruguay, Bolivia etc.
Countries such as Ecuador, Colombia and Brazil work with public relations agencies to create public relations campaigns to boost tourism.
Chile promotes itself as upscale European style destination renowned for wine, skiing and more.
According to public relations professionals of other countries like UK, more tourists would visit Latin American countries if their tourist established a more consistent presence in targeted country
Employment
According to a report, Latin America is the least advanced region in the
world when it comes to having women in powerful positions
Women public relation executives in Latin America struggle with promotions
issues
Comments
The study helps providing the commonality and connectedness in the
practice from one culture to the next.
It also shows the practitioners around the world are concerned with similar issues
International public relations, thus is developing a set of standards that helps to define the profession and correct global misperceptions
This study therefore point a bright future for international public relations.
Thank You
NAME: BAYEZID AL AMIN.ID: 1521606660CHAPTER: 12TOPICS: CENTRAL AND EASTERN EUROPE EMAIL: [email protected]
Central And Eastern Europe
Central Europe
Usually the countries considered to be Central European are Austria, Croatia, the Czech Republic, Germany, Hungary, Poland, Slovakia, Slovenia, Switzerland; in the broader sense Romania too, occasionally also Belgium, the Netherlands, and Luxembourg.
Some Stats……… • Area: 1.036.370 km2 (2012) • Population: (calculated data) 163.518.571 (July
2012) • Population density: (calculated data) 157.78/km2
(2012) • GDP (PPP) per capita: USD $34.444 (2012) • Life expectancy: (calculated data) 78.32-year (2012) • Unemployment rate: 8.2% (2012) • Fertility rate: 1.41 births/woman (2012) • Human Development Index: 0.874 (2012) (very high)
• Globalization Index (regional): 80.09 (2013) [93]
Eastern Europe
In this collection, the following ten countries were classified as Eastern Europe: Belarus, Bulgaria, Czech Republic, Hungary, Moldova, Poland, Romania, Russia, Slovakia, and Ukraine.
VIDEO
POLAND
The establishment of a Polish state can be traced back to 966(AD) , when Mieszko 1 ruler of a territory roughly coextensive with that of present-day Poland, converted to Christianity.
Now Poland (Polish: Polska [ˈpɔlska] ( listen)), officially the Republic of Poland.
Culture
Tadeusz Kościuszko
The culture of Poland is closely connected with its intricate 1,000-year history Its unique character developed as a result of its geography at the confluence of European cultures.
Society
John Paul II
John Paul II was the first Pole and Slav to become a Roman Catholic Pope. He held the papacy between 1978-2005.Poland was the first country in the world to prohibit corporal punishment in all its forms. Poland has, throughout most of its long history, experienced only very limited immigration from abroad; this trend can be largely attributed to Poland's rejection of slavery and to a lack of overseas colonies as well as occupation of its territories during much of the 19th and early 20th centuries.
MediaPoland has instituted freedom of press since the fall of communism, a system under which the media was heavily politically controlled and censored. However, public TV and radio are still regulated by the government, this is exercised through an agency called Krajowa Rada Radiofonii i Telewizji (The National Radio and Television Committee), which is similar to television regulatory commissions in other developed nations.
Headquarters of the national television network TVP in Warsaw
The Media and Public Relation
PR in Poland The Engines of Polish PR Industry:Public investment and the funds of European Union were among the most important factors that helped Polish PR industry to thrive through an economic downtown.Combined revenue of 36 ranked PR firms was Estimated for 175.8 millions of Polish zlotys.
Best Companies in PR
Research
Positions of PR (Poland)
Hungary
Country in Europe Hungary is a landlocked country in Central Europe. Its capital,
Budapest, is bisected by the Danube River and famed for its dramatic cityscape studded with architectural landmarks from Buda’s medieval Castle Hill and the grand neoclassical buildings along Pest’s Andrássy Avenue to the 19th-century Chain Bridge. The country has a long, rich history, and its culture reflects Roman, Turkish, Slavic and Magyar influences.
Capital: Budapest Currency: Hungarian forint Official language: Hungarian
History
1 Before 895 2 Medieval Hungary 895–1526 3 Ottoman wars 1526–1699 4 From the 18th century to World War I 5 Between the World Wars 1918–1941 6 World War II 1941–1945 7 Communism 1945–1989 8 Third Republic 1989–present
NatureHungary has 10 national parks, 145 minor nature reserves, and 35 landscape protection areas.
Hungarian inventions
Rubik's Cube
Rubik's Cube, invented by Ernő Rubik, 1974
Governance or Political Environment
The Hungarian Parliament Building (Országház) in the bank of the Danube in Budapest at night
Political Parties
Name Ideology MPs MEPs
Fidesz – Hungarian Civic UnionFidesz – Magyar Polgári Szövetség Fidesz Conservatism
National conservatism 117 11
Hungarian Socialist PartyMagyar Szocialista Párt MSZP Social democracy 29 2
Jobbik (Movement for a Better Hungary) Jobbik Hungarian nationalism
Political radicalism 23 3
Christian Democratic People's PartyKereszténydemokrata Néppárt KDNP
Christian democracyNational conservatismSocial conservatism
16 1
Politics Can Be DifferentLehet Más a Politika LMP Green liberalism 5 1
Democratic CoalitionDemokratikus Koalíció DK Social liberalism 4 2
Together 2014Együtt 2014 E14 Social democracy
Social liberalism 3 0
Dialogue for HungaryPárbeszéd Magyarországért PM Green liberalism 1 1
Hungarian Liberal PartyMagyar Liberális Párt MLP Liberalism 1 0
Economy of Hungary
Bank notes and coins of the Hungarian forint.
Economy of Hungary
The economy of Hungary is a medium-sized, high-income, structurally, politically and institutionally open economy, which is part of the European Union's (EU) single market. The economy of Hungary experienced market liberalization in the early 1990s as part of the transition from a socialist economy to a market economy, similarly to most countries in the former Eastern Block.
Growth Of Economy
Public Relation In Hungary
The First book on Public Relation in Hungarian, Public Relation in Practice (Jozsef Lipot)
Aims of PR
Public Relation Education Eötvös Loránd University
Mass and Social Media in Hungary
The media of Hungary is not restricted by the government.
Most of the medias are owned by foreign countries media.
They are more open then other countries media. No influences can harm their thoughts.
Cont…
Russia Russia (also the Russian Federation) is a country which is
mostly in Asia and partly in Eastern Europe. It is the largest country in the world by land area. About 146 million people live in Russia. The official name for Russia in English is The Russian Federation. The capital city of Russia is Moscow.
Russia is a very large and diverse country. Its government is now based on a democratic form of rule. The president is chosen in direct elections, and its current President is Vladimir Putin. The official language is Russian. Russia produces a lot of energy made from oil and natural gas
Size and resources At 17,075,400 square kilometers (6,592,800 sq mi), Russia is the
largest country in the world, covering more than one-eighth of the Earth's inhabited land area. Russia is also the world's eighth most populous nation with 143 million people as of 2012.
Extending from eastern Europe across the whole of northern Asia, Russia spans nine time zones and has a wide range of environments and landforms. Russia has the world's largest reserves of mineral and energy resources and is the largest producer of oil and natural gas in the world. Russia has the world's largest forest reserves, and its lakes contain approximately one-quarter of the world's fresh water
Political IssuesName Ideology Leader MPs
United RussiaЕдиная Россия Conservatism, Centrism Vladimir Putin 238
Communist Party of the Russian FederationКоммунистическая партия Российской Федерации
Communism, Marxism-Leninism Gennady Zyuganov 92
A Just RussiaСправедливая Россия
Social democracy, Democratic socialism Sergei Mironov 62
Liberal Democratic Party of RussiaЛиберально-Демократическая Партия России
Nationalism, Authoritarian conservatism. Vladimir Zhirinovsky 56
Economic Environment
Growth of Russian Economy
Russian Media
Public Relation in Russia
Russian PR Practices
Russia is new to PR. They are a communist country, So they didn’t
believe in PR in their past. But now a days PR is popular and most commonly
used in Russia. They are now learning about PR and spread it to
their society and people are adopting it.
THANK YOU
WESTERN EUROPE AND “LEGACY” COUNTRIES
Name: Shara Jahan ShaplaEmail: [email protected]
ID: 1531004660
(Chapter-13)
THE UNITED KINGDOM
Key facts about UK
About the UK: The United Kingdom consists of England, Wales, Scotland (which together make up Great Britain) and Northern Ireland.
Capital cities: The capital city of the UK is London, which is also the capital of England.
Population: The population of the UK is estimated to be around 63 million Land area: The UK is close to 95,000 square miles (245,000 square kilometers) Language: English is spoken throughout the UK, but there are other official
languages too, such as Welsh, Scots and Gaelic. Money: The currency of the UK is pounds. Religion: The main religion in the UK is Christianity. Government: The United Kingdom is a parliamentary democracy – this means the
government is elected by the people. There is a general election once every five years.
The Royal Family: The Queen is Head of State in the United Kingdom.
'When people say England, they sometimes mean Great Britain, sometimes the United Kingdom,
sometimes the British Isles - but never England.'
"England" is sometimes, wrongly, used in reference to the whole United Kingdom, the entire island of Great ,or indeed the British Isles. This is not only incorrect but can cause offence to people from other parts of the UK.
What are the National identities of the people living in Britain?
People born in England are called English or British and can say that they live in England, Britain and/or the UK. Most people in England will say they are
British rather than English.
People born in Scotland are called Scottish or British and can say that they live in Scotland, Britain and/or the UK.
Most people in Scotland will say they are Scottish rather than British.
People born in Wales are called Welsh or British and can say that they live in Wales, Britain and/or the UK. Most people in Wales will say they are Welsh rather
than British.
HISTORY OF THE MAKING OF THE UK
The UK was a leading nation in the development of parliamentary democracy, and it has made enormous
contributions to science, art, literature and other areas.
PARLIAMENTARY DEMOCRACY
Royal coat of arms of England
Morrison and Conaway (2006) say about the British character:
BRITISH PERSONALITY
The English are somewhat closed to outside information on many issues.
They will participate in debate but are not easily moved from their perspective.
They are quite analytical and process information in an abstractive manner.
They will appeal to laws or rules rather than looking at problems in a subjective manner.
There is a conceptual sense of fairness unwritten, as is the constitution but no less vital.
Company policy is followed regardless of who is doing the negotiating.
CULTURAL DIMENSIONS OF UK
BRITISH CULTURE RELATIVE TO OTHER WORLD CULTURES
BRITISH RESPECT AUTHORITY AND RANK
The British respect authority and rank, so sending senior representatives will increase the likelihood of
success in business matters. Good manners are prized. Gannon (2004) suggests the typical British house as
a symbol for British character and culture
A house, like a way of life, should have strong foundations, be familiar, unchanging, and built in tried
and tested ways.
British expect business managers to conduct meetings and other proceedings efficiently and to maintain
good relations with employees.
Instructions are generally presented more as suggestions than as directions.
UK media enjoy considerable political and social freedom, though some restrictions apply to advertising and other
content, with guidelines prepared and administered primarily by two government agencies:
1. The office of communication and
2. The ministry of culture, media and sport.
The government-chartered British Broadcasting Corporation operates independently but is a public, non-commercial
service; its charter requires:
3. maintain high content standards
4. operate in the public interest.
POLITICAL AND SOCIAL FREEDOM IN UK
The public relations practitioner should be prepared for and expect openly biased coverage in both editorial and news
content. Practitioners will find coverage of news events and issues to be of considerable depth and breadth.
It was out of the crucible of the twentieth century that public relations emerged as a profession in the UK.
Following the war, the central government employed public relations tools in public diplomacy and to combat worker
unrest in the face of economic difficulties and industrial mechanization.
PUBLIC RELATIONS PRACTITIONER IN UK
Today, the guiding body for public relations in the UK is the Chartered Institute of Public Relations founded in 1948. The CIPR, with 9,000 members, is the largest association of this kind in Europe.
played a leading role in public relations education and professional development, and administers.
publishes the trade magazine Profile and subscribes to an ethical code of conduct.
PUBLIC RELATIONS IN UK
1. CIPR membership has grown by more than 50% in the last ten years.
2. Approximately 60% of members are female – this has grown from only 20% in 1987
3. 45% of members work in PR consultancy and 55% work in-house
4. Two thirds of CIPR members are based outside London
5. 40% of members hold Managing Director/Head of Communications positions, 30% are PR
Manager/Account Director level, 20% PR officer/Account Manager level and 10% PR Executive/Account
Executive role
Video about Interesting Facts
Germany’s economy leads Europe, and its population of approximately 83 million is second in Europe only to Russia
(about 142 million).
GERMANY GEOGRAPHIC LOCATION IN WESTERN EUROPE
COAT OF ARMS OF GERMANYThe coat of arms of Germany displays a black eagle with red feet, beak and tongue on a yellow field.
Some Basic Facts About Germany
Population: 82.5 million people live in Germany (2014). The majority of the people live in cities and towns.
Capital: Berlin with 3.5 million inhabitants is not only Germany's capital city but also the biggest city.
Government: Democracy, Republic Language: German Literacy: More than 99% can read and write. Religion: mainly Christians (Protestants 34%, Roman Catholics 34%) Currency: Euro Flag colors: black, red and gold
Germans are selective in building relationships, but once established they are deep and enduring.
Germans place a high value on abundant data and facts, and avoid emotional considerations.
Germans can be stubborn once they have taken a position on an issue. Reaching a decision may take time,
and every facet of the issue will be taken into account.
Avoid discussion of personal matters during business activities, but direct to the point in presenting
position or counsel. Germans appreciate and expect punctuality in both business and social settings.
Germans tending more toward the informal and northern Germans retaining more
rigid characteristics.
GERMANS CHARACTERISTIC
CULTURAL DIMENSIONS OF GERMANY
GERMAN CULTURE RELATIVE TO OTHER WORLD CULTURES
PUBLIC RELATIONS IN GERMANY
Günter Bentele is certainly a leading scholar in German public relations, and his contributions to the
literature provide a comprehensive analysis of the discipline’s evolution and current status in his country. As
this text has established and repeated, the public relations profession has been necessitated and shaped by a
variety of social, political, economic and cultural forces, events and trends.
BENTELE’S GERMAN PUBLIC RELATIONS PERIODS
Günter Bentele indicate (2003), that the nation has experienced the German Alliance, the German Reich, the Weimar Republic,
the Nazi period, the Second World War, the divided Germanies (East and West), and finally the reunification of East and West in
1990. Bentele and Wehmeier divide this historical tapestry into seven distinct periods
A term used today for public relations is Öffentlichkeitsarbeit. The direct English translation, if there were such an English
word, would be “openliness work”. The implication is a combination of communication and harmony between an
organization and its constituencies. More than 20,000 people work in public relations in Germany now, though only
•10 percent belong to a professional association.
•Among all practitioners, 40 percent are in corporate settings,
•20 percent in non-profits,
•20 percent in government at various levels, and
•20 percent work in agencies.
It is estimated that 70–80 percent of practitioners have earned the equivalent of a university degree, though few have
studied public relations; that is changing as more universities are offering courses in public relations principles, writing,
campaigns, ethics, law and research.
Öffentlichkeitsarbeit
Interesting Facts About Germany
AUSTRALIA SIXTH-LARGEST NATION IN THE WORLD
THE COAT OF ARMS OF AUSTRALIANew South WalesVictoriaQueensland
South AustraliaWestern AustraliaTasmania
Basic facts about Australia
Official Name: Commonwealth of Australia. Capital City: Canberra. Main Cities: Sydney, Melbourne, Brisbane, Adelaide, Perth, Hobart, Darwin. Area: 7,682,300 sq. km. Population: 21,575,341 (There are over 20 million people living in Australia) Language: English Aboriginal and other languages are spoken at home and are available in
government offices, banks, shops, etc. Government: Democratic Federal system comprising six states and two territories. The states
are: New South Wales, Queensland, South Australia, Victoria, Western Australia and Tasmania. The territories are the Northern Territory and the Australian Capital Territory. appliances.
Currency: Australian Dollar
There are over 20 million people living in Australia. Australia is divided into six states and two territories. The capital city is Canberra, which is in the Australian Capital Territory (ACT).
AUSTRALIAN CHARACTERISTIC They are open-minded, but at the same time rely heavily on policies and rules.
They prefer facts and reason but do not require complete detail.
Emotional appeals carry little weight.
Australians appear high on the individualism scale, but they also reflect high egalitarianism and value
outward manifestations of that quality – do not boast or imply that you are “better” than someone else.
You will find citizens here modest and casual.
Do not be afraid of a respectful argument – they appreciate candor and frankness.
CULTURAL DIMENSIONS OF AUSTRALIAN
AUSTRALIAN CULTURE RELATIVE TO OTHER WORLD CULTURES
PUBLIC RELATIONS IN AUSTRALIA
Singh and Smyth (2000) report that public relations have grown since the first professional association
appeared at state level around 1950. Now there are 3,000 members of the national Public Relations
Institute of Australia, an organization that helps coordinates professional development efforts by the
academic and corporate sectors. Education programs are increasingly available through public and private
colleges and universities.
The largest age group for public relations professionals was 25–30, and university programs are providing a well
qualified small group of practitioners.
More than 60 percent of all practitioners are women, and larger percentages of women appear in the younger age
groups.
The vast majority of practitioners had tertiary education credentials, and about one in five had achieved PRIA
official approval.
More than 70 percent report working in media relations. That was followed by internal communication,
sponsorship/event management, community relations, government relations, and conference organization, in that
order.
PUBLIC RELATIONS PRACTITIONER IN AUSTRALIA
Video
IS
CHAPTER 14 : A Look To The Future
Mobin Ahmed Chowdhury ID# 1531384660E-mail: [email protected]
Significant changes between past and present global trends. Comprehend specific PR implications of growing multiculturalism,
emerging democracy, globalization and the increasing expectation for CSR activities.
Identify developing trends in new media and technology and consider their impact on future PR practice.
Recognize the opportunities presented by societal and media trends and understand their effect on the image of the PR industry
Explore the PR profession’s efforts to increase practitioner diversity and establish the value of PR
Topics Covered
Societal Trends
Society has changed a lot since 1967Globalization: “go global or go home”Understanding the cultural behavior and
sensitiveness
Multiculturalism
Minorities will comprise a third of the US population by 2016
Cultural Blend is occurring everywhere
Increasing buying power
Language conflict
Impacts
Illustrates a different challenge in responding to multicultural realities.
PR practitioners need to for more localized approach.
Responding correctly to specific audiences is more appropriate than emerging a global “cultural fusion”
PR Practice in Europe
PR in Emerging Democracies
Cont…
Addressing the multicultural trend is complex in democratic societies.
Many emerging democracies are moving from state controlled media to a more open journalistic system.
Media of some emerging countries follow a “cash for news coverage” arrangement.
Corporate Social Responsibility (CSR)
Cont….
Today, corporate social responsibility or the way they are treating is increasingly important to the consumers.
Younger generations are more concerned about corporation’s values than its prices.
Corporations with sound CSR activities may fall in crisis due to safety and health issues.
The world is becoming increasingly digitalized and various technologies are getting popularity.
Now-a-days people are more interested in public communication because of technological development.
However, people still find social media more creditable.
Developing Trends in new media
Professionals can use internet to increase the power of ‘Word-Of-Mouth’ technique.
Technologies are providing crisis besides opportunities
Allow businesses and organizations to give their messages a lifetime validity.
Cont..
Helps to improve the profession’s ongoing image problem. Media are assumed to be an unbiased source of
information for consumers. Consumers have access to information through online. Unethical actions may result a far worse condition than if
organizations had been truthful from the beginning. New media and global connectedness forces companies to
counteract negative perceptions on a global scale.
Social Trends & The Image of The PR Profession
PR needs to reflect better the divers society it represents
PR professionals need to represent the varied needs and interests of their clients.
Diversity in the profession
Help the profession continue to determine its value to corporate management.
Contribute to strategic decision making, strategy development and organizational functioning.
Practitioners continue to rely too heavily on media based evaluation methods.
Demonstrating the value of PR on management
Increasing professionalism and improving educational standards.
Broadening the knowledge of young practitioners as much as possible.
Cont..