Global Public Relations Trends

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Greg Wessel

Aaugust 22, 2004        

Global Public Relations Trends

PR as we know it is taking on new trends and PR practitioners are taking on a new meaning. In order to meet the current needs and demands of the global market, PR is venturing off into different specialties. On a greater scale, technology is also related to the global trend in the PR arena.  

Back in the day, PR specialist focused on communicating the right message to the public. While that is still true, a more methodical approach is used today. PR professionals are becoming strategist with a business edge. The old method of practicing PR is changing rapidly. The new PR trend focuses on counsel and research. PR covers many facets in business and in our lives. With this in mind, people interoperate it differently. By having a more specialized profession under the PR umbrella, organizations and people will rep the benefits of a situation or issue (newsroom thesis).

Some of the specialized areas with PR professionals include issue management, public affairs, investor relations, employee communication and event management. For example, investor relations professionals that represent international traded companies are responsible for providing information, to regulators, banks, security analysts and trade press. They are expected to work with internal and external auditors and board committees while shielding the economic status of the company. Worldwide, integration has become very prevalent for the reason that public relations and advertising are fostered in private segments and governments for years. A perfect example is child slavery in the Ivorian Coca fields. As the scope of PR expands, other areas will become specialized like tactics and techniques. For instance a news release can cause problems for the company if the PR professional is not culturally literate or sensitive to the differences. Without cultural knowledge and understanding information can intended publics and other kingdoms (newsroom thesis).

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Technology is another global PR trend. Intranets and e-mails have revolutionized internal communication within business industry. Considering, that information passes through different time zones and countries, E-mails sent by PR practitioners are at risk for misinterpretation. This could be caused by slang usage and grammar. For example, slang used in the U.S. may have a different meaning in another county or improper grammar can cause a different tone. Because PR people act as a liaison by representing the organization, it is critical that the intended message gets received. E-mails can generate gossip faster than a wild fire and ...

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