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CHAPTER 10 PUBLIC RELATIONS AND FUTURE CHALLENGES, According to Public…
CHAPTER 10
PUBLIC RELATIONS AND FUTURE CHALLENGES
PUBLIC RELATIONS IN THE FUTURE
Knowledge
communication arts
psychology
social psychology
sociology
political science
economics
Principle of management ethics
Technical knowledge and skills
opinion research
public issue analysis
media relations
direct mail
institutional advertising
publications
film/video production
special events
speeches
presentations
PUBLIC RELATIONS EDUCATION
Public Relations must become a genuine profession. A profession that is clear in terms of roles and responsibility
PR profession must be clearly defined in term what one does and how one does it
There should be a control over entry and exit into it
In Malaysia
In Malaysia PR is taught in some universities or college as part of their curriculum for business students
Some of the institute of higher learning and private institution that offers courses in Public Relations includes USM,UKM,UM,UITM,IPTAR and IPRM
INSTITUTE OF PUBLIC RELATIONS MALAYSIA (IPRM)
IPRM was established in 1962 and is devoted exclusively to the study of PR in Malaysia
IPRM is the governing body that establishes the Code of Professional Conduct for PR practitioners in Malaysia
IPRM organize courses for members and those interested in PR to enhance the practice of the profession in the country
IPRM also act as the examining body for PR examinations at the certificate and diploma levels
IPRM also promote career development of PR profession in Malaysia
Benefits of being IPRM members
Gain from interchange of views and experience between members
Participate in tea meetings, seminars, talks
Obtain a professional qualification in PR at certificate or diploma level
Received “Berita IPRM”
Receive and contribute in the journal of IPRM
Use the library facilities at the IPRM secretariat
Future PR Education
According to Newsom, Turk (1996)
Preliminary Education
Formal education at either the undergraduate or graduate level
Continuing Education
Continuing education in PR consist largely of seminars given by educators and practitioner
NEW COMMUNICATION TECHNOLOGY
PR must make use of new communication technology to improves their performance such as the use of internet, CD-ROMS, and information kiosk
Organizations of all kinds, profit or non-profit including government, have web pages that displays editorial messages and advertising
In some organization, it is the duty of PR department to maintain the web pages such as:
Offering substantive content
Keeping it updated and fresh
Making it easy to use
Having “basic” data about organization
Newsworthy items that would attract publics.
Reasons for PR to Observe Development in Communication
Convergence of technology
The convergence of technology has brought about tremendous development in communication such as desktop computer linked by a modem to the internet
Rapid development of technology
Time to adapt to changes has been shortened. PR need to act fast to keep current/ahead with fast changing technology
The Impact of New Communication Technology
Increased professionalism by increasing knowledge of communication techniques and skills in the application
Broader personal repertoire/collection of communication technique
Greater confidence in the rate of corporate communication practitioner
Becoming more effective by using technological capabilities to collect info, do analysis, planning and execution of work
Benefits from Improved Communication Technology
Conference and meeting run via tele-video conferencing
Recruitment via internet
Group or individual protest via internet
Responding to complaints via e-mail
Transmission of overseas program and live interview via satellite
Flexible learning program or distance learning program conducted via internet
Application of New Technology for PR Practitioner
1.Uses of Computer to process info. & supply results in desirable form i.e. to store information, create and insert fresh material. The computer can be use in PR work to create
Business letters
Process news release
Correct spelling and grammar
Electronic mail or e-mail
Updating and renewing list of contacts
Desktop publishing
Graphics
On-line conferences
Uses of Satellite Transmission to make possible fast distribution:
News release delivery
Video and audio news release distributions
Global transmission of messages
Teleconferencing
Satellite media tour
Other technologies tools
video-conferencing
Mobile phone – sms, mms
Thumb-drive
Electronic boards
Wifi - technology without wires that allows several computers to share the same fast Internet connection in a small area such as an office, a shop or a home
Future Challenges of PR
According to Newsom, Turk (1996)
Credibility
In order to gain respect, confidence and trust. This could be done by establishing strong liaisons within the organization's activities
Accountability
Which consist providing substantive (real, important) verification for the contributions of Public Relation
Responsibility
Areas of responsibility involves management and PR practitioners have to demonstrate and mastery of the industry or field they represent
Requirement for Contemporary Public Relations Professional
Professionalism
Take pride in the communication of product for which they are responsible
Generalized Specialization
Able to differentiate themselves from others and become more conversant and knowledgeable about a specific aspect of public relations work
Guts
Be willing to stand up to what they believe in order to protect
the interest of the organization and its public.
Ethics
Being the most ethical individuals in the organization and cannot compromised anything against their value
Leadership
PR must have vision, courage and character to lead themselves, their organization and profession into the golden century.
According to Public Relations Society of America (PRSA)
NUR NAJIHAH BINTI AMIN NASER (2019420906) BA111 4C