1 / 9

Chap. 14 – Emerging Trends

Chap. 14 – Emerging Trends. Global Public Relations. Overarching Trends. Trends that spawned PR continue apace Democracy, in various forms, spreading globally Technological advances, including in communication, accelerating

asis
Download Presentation

Chap. 14 – Emerging Trends

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chap. 14 – Emerging Trends Global Public Relations

  2. Overarching Trends • Trends that spawned PR continue apace • Democracy, in various forms, spreading globally • Technological advances, including in communication, accelerating • Higher expectations for social responsibility by all organizations

  3. Newer Trends • Rise in multiculturalism complicates public relations activities • Backlash in opposition to globalism and perceived western cultural dominance • Spread of virtual communities; information overload; message clutter • WOM and viral campaigns

  4. Global Complexity • Immigration and “cultural fusion” • Results vary in U.S., Europe, elsewhere • E.g., Hispanic population in U.S.; Middle Eastern population expanding in Europe • Campaigns seek common ground among widely diverse cultures • Key is localization, relationship building, sensitivity to cultural differences

  5. Points to Consider • 92% of world’s 5.9 billion consumers do not speak or read English; perhaps western PR models are inappropriate as well • Vastly multiplied media sources available; not all are viewed with equal trust • Consumer and investor decisions increasingly based on perception of CSR

  6. PR’s Potential Role in Public Diplomacy • Private Sector Summit, 2007 • Public diplomacy as a component of business practice • Collaborative effort involving corporations, nonprofits, governments • Summit focused on U.S., but could project to global effort

  7. Activism On the Rise • 40,000 NGOs internationally • Technical communication tools multiply effects and permit unmediated message distribution • Crucial to engage groups

  8. Spectrum of New Media • Corporate presence seen on YouTube, Facebook, similar sites • Product placement in video games • Cell phones supplying news video • Multimedia news releases (MNRs) • Impact on crisis dynamics and crisis management • Raise new issues with PR ethics

  9. Challenges to the Profession • Pursuing gender and ethnic diversity • Demonstrating PR’s value to organizations and societies • Improving measurement and evaluation • Continual review of university curricula

More Related