Changing Public Relations Environment

In this article we shall analyze the future prospects a trend in PR, particularly the demand for competent people who could handle PR tasks either within the organization or outside, in the shape of PR counseling agencies, with their specialized services.

Change takes place all around us –especially in marketing, advertising, and public relations, the professions were concerned with directly. We are concerned with directly, public relations in India, is witnessing its own special changes. Some significant, some challenging, some so radical that the evolving of new systems has become imperative.

The PR professionals today are no longer the “gin and tonic brigade” they were considered to be in the past. Gone are the days when “wining and dining” was the main function of a PRO in an organization. It has been possible to overcome this misconception only through proven performance. In India, the PR practice is generally associated with Press Relations and Institutional or Corporate Advertising, although it is much more than that. The professional organizations and managements are making efforts to expand the scope of the public relations field for the PR Professionals.

Before we proceed to assess the emerging trends in PR Specially, let us attempt to understand the environment of PR in modern organizations, and what is expected of it. To put facts in the nut shell:

1.      There has been a growth of public opinion power

2.      The action oriented public participates in matters of public interest, e.g. concerning for the environment.

3.      There is interdependence of various segments, because of which no one could afford to shirk responsibility. 

4.      There is an ongoing shift from an agrarian society towards a greater industrial society. 

5.      There is also a visible trend in business management and ownership patterns. Businesses are no longer the only family owned. More and more businesses are now being professionally managed. 

6.      With completion going global, there is a need to have international communication and hence the need to understand alien cultures.

7.      Certain social issues like the Human rights Issues, which demand equal treatments, have come up before the word fora.

8.      The greater education has made the general public less too tolerant of authoritarianism and led to increased expectations.

In this present PR environment, the scope of the PR functioning is almost unlimited among the important PR tasks are the following:

1.      Neutralizing public opinion on important controversial issues;

2.      Winning over the people who are hostile or opposed to the organization;

3.      Informing people about facts or ideas;

4.      Educating people, or instructing them in how to do things or behave in a particular ways;

5.      Reinforcing of helping shape new attitudes under varying circumstances;

6.      Maintaining loyalty of stockholders (customers, shareholders, employees, and other key publics) towards the company or organization;

7.      Influencing people to change their behavior in ways conducive to the organization, which is the most difficult, but the most rewarding function of PR. 

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