Public relations profession, challenges, technology, publicity phase, promotion, advertising
Technology continuously changes the way we interact with one another. Consequently, professional duties have been altered as well. Some positions require a completely different approach compared to the same position a few decades prior. Public Relations provides a unique example of this trend. The duties of public relation practitioners have evolved congruent to technology. The evolutionary stages of the public relations profession and the current challenges faced illustrate the change incited by technology.
[...] Additional research may yield more differences between the past and present state of public relations. Works Cited Cutlip, S. M. (2013). The unseen power: Public relations: A history. Routledge. Dozier, D. M., & Broom, G. M. (1995). Evolution of the manager role in public relations practice. Journal of Public Relations Research, 26. Watson, T. (2012). The evolution of public relations measurement and evaluation. Public Relations Review, 390-398. [...]
[...] The duties of public relation practitioners have evolved congruent to technology. The evolutionary stages of the public relations profession and the current challenges faced illustrate the change incited by technology. Multiple evolutionary stages of the PR profession may be identified. The publicity phase is identified as one of the earliest expressions of Public Relations (Dozier & Broom, 1995). Practitioners focused on generating awareness while simultaneously creating recognition for the client, either organization or individual, throughout the publicity phase. Promotion and advertising are the most closely related aspects to this phase of the PR evolution (Dozier & Broom, 1995). [...]
[...] The primary reason for this is the selfish agenda media has (Watson, 2012). In conclusion, the public relations profession has evolved. It may be argued weather the change is for the better or worse. Nevertheless, an individual seeking a job in the field of public relations must have a completely different approach than an individual applying for the same job 2 decades ago. The satisfaction stage has come equipped with a unique set of issues and methods of servicing clients. [...]
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