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Title:Pr Summary Paper Re:Current Trends In The Global Community As It Relates To Public Relations Discusses The Publicity And Advertising In Terms Of Their Impact On Publics

1891 words - 8 pages

IntroductionThis paper will illustrate some of the current trends in the global community as it relates to Public Relations. Additionally, this paper will discuss the publicity and advertising in terms of their impact on publics. Other topics that will be discussed will define why proactive Public Relations need to be planned prior to an event happening. In the event pre-planning does not take place, a plan of action in the form of being reactive crisis management must be implemented.Finally, this paper will discuss both the positive and negative impact of PR in the author's daily life using two examples.Current trendsCorporate Social Responsibility. Companies are at long list starting to recognize that 'doing good' is good business, some of the following trends will be imperative if companies want to be successful.Internal communications: The Internet has now become the fastest growing IC tool and over the next few years companies will have to change the mindset of their people to use it.Healthcare transparency: Healthcare PR practitioners are facing new challenges as pharmaceutical companies are being forced to open up their work on clinical trials. Glaxo Smith Kline is the first to announce the launch of a public register of their clinical trials and their competitors are bound to follow. What these registers reveal will be manna from heaven for the media and lobby groups.Blogging: This internet capability provides PR people with their own means to publish information, views and comments and it will become a serious communications tool. Companies, such as Nike, are already turning to specialist 'blogging' agencies rather than their traditional PR agencies to launch Internet campaigns.Impact of publicity and advertising within the PR communityWhat Is Public Relations? "Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends" - Scott Cutlip Public relations, byname PR, is an aspect of communications involving the relations between an entity subject, to, or seeking public attention of the various publics that are, or may be interested in it. The entity seeking attention may be a business corporation, an individual politician, a performer or author, a government or government agency, a charitable organization, a religious body, or almost any other person or organization. The publics may include segments as narrow as female voters of a particular political party who are between 35 and 50 years of age or the shareholders in a particular corporation; or the publics may be as broad as any national population or the world at large. The concerns of public relations operate both ways between the subject entity, which may be thought of as the client, and the publics involved. The important elements of public relations are to acquaint the client with the public conceptions of the client and to affect these...

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