I just realised that I accidentally overlooked this chapter so here is my learning points for this chapter.
As stated by the title of this chapter, it discusses about the trends and developments of public relations. PR practices should be on-par with the trends of the 21st century and also be receptive to changes in the environment. This ensures that the methods that practitioners uptake are still useful and appropriate for their clients despite the changes that is occurring around them. It means, the practices have to be adaptable to changes. Personally, I feel that practices should be up-to-date so that it can not only gain revenue for the companies but also be used for future projects if the methods are successful.
Another development is the use of new media in PR. The internet is so widely used currently that PR practitioners are able to use the internet as part as their campaign as well. In the chapter it stated that new media might be obsolete in future and thus practitioners have to prepare for the future new communication possibilities such as myspace (Chia, 2009). Personally, I do not think new media will ever be obsolete. New communication methods may develop but they will centre around the internet, just that it will be more faster, efficient and etc. Taking Facebook for example, it is an excellent method of communication that is useful to lots of practitioners. Even if facebook becomes obsolete, another website which is similar to facebook with better functions will come out in future. But ultimately, it is still a social networking site. Thus, I do not think it will become obsolete.
PR has to be international and global. But practitioners have to think local even when they are targeting the global or international audiences. This is because they have to be mindful of the culture and ethics of the countries they want to work on. This is a form of ethic as well as practitioners have to be sensitive to the culture in different countries.
Finally, the chapter mentions about the trend that women are taking the lead in the PR sector as they are able to work well in the communication field. I think this is true and not because I am a lady myself. I think women are more patient and are better listeners when compared to men. This could be a reason why women are leading in this field. But that's not to say that men are not excelling in this field as well.
Overall, a comprehensible chapter that is very direct and straight to the point. I like it. =)
signing off,
nivitra
Subscribe to:
Post Comments (Atom)
Yes women are indeed more sensitive and understanding in dealing with issues, but men are capable as well! haha... ok lets not dwell on that. You mentioned the need to localise ideas and PR practices. This is very important, as despite us moving towards a global society, locals still appreciate their national cultures. It's out of respect and sensitivity not to invade and to respect the local cultures they may have.
ReplyDeleteYES! That is true. We have to be sensitive about the different culture in different countries and not just keep thinking about profitability.
ReplyDelete