Week 2

Public relations professionals have the capacity to the development of business, government and the community. “Our role involves so much more than just writing media releases these days,” said the Darwin based public relations consultancy the way people think feel and act.”

From the reading, we know public relations practice constantly adapts to support organizations to effectively and appropriately respond to changes in society’s expectations. It is critical to keep an eye on the trends. Practitioners should be aware of the local-global context and be aware that local actions may have a global audience. Transparency and disclosure are critical to ethical, accountable public relations practice. Cultural awareness is important to effective practice. New media management is constantly changing, which indicates the need for ongoing upgrading of skills, budgeting for new media management and understanding the public relations context of social media and emerging media. The public relations-marketing mix is important where public relations defines itself thorough its focus on relationships and engagement across a broad range of publics and audiences. Managing and taking a management role is important to public relations practitioners to enable them to provide effective input. The dominance of women in public relations is a worldwide trend. Public relations professionalism and the recognition of the profession is more about how the profession is conducted than how it is defined. Accreditation with public relations professional associations is becoming more important to practice.