Understanding twenty-first century public relations

Hello,

We study more about twenty-first century public relation ( PR ) in this week 3, and most of them i remember are from a the textbook which was scanned and i was able to read them online on blackboard website.

"As the profession develops, definitions may not be useful if they too narrowly describe public relations or if they include descriptions of what is ideal rather than what is possible. It is also important to define the profession in terms of its practice, values, and cultural context."

Yes, these definitions are discuss from many perspectives, USA, United Kingdom, ASIA etc... and according to the values of the profession.

I also learn what PR people should do:

• Internal communication management
• External networking and multifaceted communication, relationship building
• Issues management/crisis management, reputation and brand management
• Research
• Public affairs
• Investor relations and financial public relations
• Developing a new public relations position for an organisation

These jobs really make sense to me and make me see how important PR is to any company in many aspect.

Part2:

The PR profession have 5 steps They are: Press agentry and publicity, communicating and initiating, reacting and responding, planning and prevention and status of professionalism development (Newsom, Turk Kruckeberg, 2007). This shows that there are different stages for PR and each of it has to be achieved before moving on to the next stage.

These steps are important as a guideline and present the planning of the organization. I think it's quite true and interesting how PR consists these values in their campaign.