Group- 8Business communication 500Fall semester 2015

Group Members

Shara Jahan ShaplaRahnuma SultanaMobin Ahmed ChowdhuryBayezid Al Amin

Global Public Relations Chapter Topic Presente

d By

11 A review on Latin American countriesRahnum

a Sultana

12 Central And Eastern Europe BAYEZID

AL AMIN.

13 WESTERN EUROPE AND “LEGACY” COUNTRIESShara Jahan Shapla

14 A Look To The Future

Mobin Ahmed

Chowdhury

Public RelationA review on Latin American countries

Name: Rahnuma SultanaE-mail: rahnumapiya_121@yahoo.com

Public Relation (PR)

What is PR?

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Introduction Public relations in Latin America has a long and complex history The origin dates back as early as 1968 Many public relations practitioners still face the similar

challenge as has been debated in previous decades Understanding this historical and governmental legacies are

important A study on this would help current practitioners be better-

prepared. The present study will discuss about public relations practice

issues in Latin America

Overview Public relations market in Latin America has a vibrant change. Opportunities for public relations in this region are being created

by : Privatization of state controlled industries Rise in exports Economic growth Democratization Changing media environments Increasing consumerism

Overview

The change can be explained with some examples :

CNN and other networks -Spanish language channels

Print media such Time, Newsweek etc.

US agencies has established offices.

Philosophy

The six different approaches to public relations in Latin America are: Public Relations is a specialty within journalism as has been viewed

originally An activity related to selling of products Public relations boosts the legitimacy of an organization through its

ethical actions Public relations is concerned with organizational morale Relates to the professional's social, technical and political contacts Views public relations as organizing social and cultural events

A Review On Brazil

A review on Brazil Practice on public relations started in 1914 Formal education on public relation started in 1967 Brazil view the role of practioners concerned with:

Ethics and social responsibility Betterment of political and social environment Employee well being and community wellbeing Government harmony Relationship with people before money Democracy

A review on Brazil Public relations practitioners working in Brazil should

Work with local partners to gain government and public opinion support.

Include social component Give importance to social responsibility Respect environmental concerns

Poor brand awareness(Example : Problem faced by Lucent Technologies) To resolve this issue public relations team undertaken following

steps that resulted in tripling of brand awareness Aggressive media relations Special events and trade shows Customer events Internal communication and philanthropy efforts etc.

A review on Brazil

A review on Mexico

Public relations practice in Mexico has become more professional and has been helped by

International public relations firms

Growing business media

Cause-related marketing

Increased NGO activity

Evolving democracy

Improving information technology

Economic changes due to its North American Free Trade Membership

A review on Mexico

A review on MexicoMexico's public relations efforts face challenges from unequal wealth distribution distrust of media poverty and high illiteracy rate

But still…..

The relationship between practitioners and media are also changing due to less government intervention in media Public relation continues to move beyond publicity and media relations function

A review on Colombia

Public relations in Colombia began in 1990 under Gaviria administration It grew significantly in between 1996-98 before economic downturn came 1999 Colombia creates an example in balancing public relations with socio-

economic and political environment in transitions. Public relations practitioners in Colombia had to-

keep a low profile compete with professions encounter lack of trust

A review on Colombia

A review on Colombia

A number of insights have been offered about the challenges that have been

faced High level poverty and illiteracy affect the type of message public receive

Lack of trust in organizations and apathy towards civil engagement following the

failure of previous government

Lack of community engagement and public safety due to violence

To improve the situation, boost legitimacy of their organization within the country and achieve good relations with public the practitioners must

Participate in nation building

Encourage peace and organizational change

Develop campaigns to increase trust in organizations

Take care to avoid corruption, bribes, nepotism and propaganda

A review on Colombia

Important IssuesLatin America as a whole

Corporate Social Responsibility

Latin American citizens increasingly expect organizations to exercise social

responsibility for example a third of Brazilian people expect companies to help

improve society Companies also realize importance of cleaner production techniques. chile is a

leader in this case in taking initiatives for cleaner production Since local companies are addressing corporate social responsibilities foreign

investors and multinational corporation often face additional expectation from citizens Xerox corporation demonstrating social concern by making US$ 1 million grant for

supporting educational program is a good example

Cultural Differences

Cultural DifferencesPublic relations practitioners must keep in mind while target multicultural consumers that

Latin American countries are proud of their cultural and heritage differences for example

Spanish in Mexico is spoken differently than in Venezuela

Strategies and tactics must be adapted to cultural, political and economic differences

Knowing local custom is imperative. For example, putting a Spanish language news release in

Brazil would be a major blunder in this Portuguese-speaking nation

Integrate and coordinate campaigns among time zones of this vast region

Community based public relations strategies conducted in local language can be very effective

Make sure messages are culturally relevant

Diplomacy and Government Relations Many foreign governments seek to strengthen diplomatic relations with a variety of Latin

American countries to boost positive perceptions of their government's policies and leaders.

To resolve this problem Bush adminstration's chief image strategist increased region's

student exchange program, deployed new public relation specialist, allowed US

ambassadors to speak out more and revised aid program to the region's countries.

A variety of Latin American governments also work to strengthen their ties with US and

other foreign countries.

They successfully use their embassies to forward their countries' strategic promotional

goals

Tourism Tourism is big business in many Latin American countries including Mexico, Uruguay, Bolivia etc.

Countries such as Ecuador, Colombia and Brazil work with public relations agencies to create public relations campaigns to boost tourism.

Chile promotes itself as upscale European style destination renowned for wine, skiing and more.

According to public relations professionals of other countries like UK, more tourists would visit Latin American countries if their tourist established a more consistent presence in targeted country

Employment

According to a report, Latin America is the least advanced region in the

world when it comes to having women in powerful positions

Women public relation executives in Latin America struggle with promotions

issues

Comments

The study helps providing the commonality and connectedness in the

practice from one culture to the next.

It also shows the practitioners around the world are concerned with similar issues

International public relations, thus is developing a set of standards that helps to define the profession and correct global misperceptions

This study therefore point a bright future for international public relations.

Thank You

NAME: BAYEZID AL AMIN.ID: 1521606660CHAPTER: 12TOPICS: CENTRAL AND EASTERN EUROPE EMAIL: bappy3972@gmail.com

Central And Eastern Europe

Central Europe

Usually the countries considered to be Central European are Austria, Croatia, the Czech Republic, Germany, Hungary, Poland, Slovakia, Slovenia, Switzerland; in the broader sense Romania too, occasionally also Belgium, the Netherlands, and Luxembourg.

Some Stats……… • Area: 1.036.370 km2 (2012) • Population: (calculated data) 163.518.571 (July

2012) • Population density: (calculated data) 157.78/km2

(2012) • GDP (PPP) per capita: USD $34.444 (2012) • Life expectancy: (calculated data) 78.32-year (2012) • Unemployment rate: 8.2% (2012) • Fertility rate: 1.41 births/woman (2012) • Human Development Index: 0.874 (2012) (very high)

• Globalization Index (regional): 80.09 (2013) [93]

Eastern Europe

In this collection, the following ten countries were classified as Eastern Europe: Belarus, Bulgaria, Czech Republic, Hungary, Moldova, Poland, Romania, Russia, Slovakia, and Ukraine.

VIDEO

POLAND

The establishment of a Polish state can be traced back to 966(AD) , when Mieszko 1 ruler of a territory roughly coextensive with that of present-day Poland, converted to Christianity.

Now Poland (Polish: Polska [ˈpɔlska] ( listen)), officially the Republic of Poland.

Culture

Tadeusz Kościuszko

The culture of Poland is closely connected with its intricate 1,000-year history Its unique character developed as a result of its geography at the confluence of European cultures.

Society

John Paul II

John Paul II was the first Pole and Slav to become a Roman Catholic Pope. He held the papacy between 1978-2005.Poland was the first country in the world to prohibit corporal punishment in all its forms. Poland has, throughout most of its long history, experienced only very limited immigration from abroad; this trend can be largely attributed to Poland's rejection of slavery and to a lack of overseas colonies as well as occupation of its territories during much of the 19th and early 20th centuries.

MediaPoland has instituted freedom of press since the fall of communism, a system under which the media was heavily politically controlled and censored. However, public TV and radio are still regulated by the government, this is exercised through an agency called Krajowa Rada Radiofonii i Telewizji (The National Radio and Television Committee), which is similar to television regulatory commissions in other developed nations.

Headquarters of the national television network TVP in Warsaw

The Media and Public Relation

PR in Poland The Engines of Polish PR Industry:Public investment and the funds of European Union were among the most important factors that helped Polish PR industry to thrive through an economic downtown.Combined revenue of 36 ranked PR firms was Estimated for 175.8 millions of Polish zlotys.

Best Companies in PR

Research

Positions of PR (Poland)

Hungary

Country in Europe Hungary is a landlocked country in Central Europe. Its capital,

Budapest, is bisected by the Danube River and famed for its dramatic cityscape studded with architectural landmarks from Buda’s medieval Castle Hill and the grand neoclassical buildings along Pest’s Andrássy Avenue to the 19th-century Chain Bridge. The country has a long, rich history, and its culture reflects Roman, Turkish, Slavic and Magyar influences.

Capital: Budapest Currency: Hungarian forint Official language: Hungarian

History

1 Before 895 2 Medieval Hungary 895–1526 3 Ottoman wars 1526–1699 4 From the 18th century to World War I 5 Between the World Wars 1918–1941 6 World War II 1941–1945 7 Communism 1945–1989 8 Third Republic 1989–present

NatureHungary has 10 national parks, 145 minor nature reserves, and 35 landscape protection areas.

Hungarian inventions

Rubik's Cube

Rubik's Cube, invented by Ernő Rubik, 1974

Governance or Political Environment

The Hungarian Parliament Building (Országház) in the bank of the Danube in Budapest at night

Political Parties

Name Ideology MPs MEPs

Fidesz – Hungarian Civic UnionFidesz – Magyar Polgári Szövetség Fidesz Conservatism

National conservatism 117 11

Hungarian Socialist PartyMagyar Szocialista Párt MSZP Social democracy 29 2

Jobbik (Movement for a Better Hungary) Jobbik Hungarian nationalism

Political radicalism 23 3

Christian Democratic People's PartyKereszténydemokrata Néppárt KDNP

Christian democracyNational conservatismSocial conservatism

16 1

Politics Can Be DifferentLehet Más a Politika LMP Green liberalism 5 1

Democratic CoalitionDemokratikus Koalíció DK Social liberalism 4 2

Together 2014Együtt 2014 E14 Social democracy

Social liberalism 3 0

Dialogue for HungaryPárbeszéd Magyarországért PM Green liberalism 1 1

Hungarian Liberal PartyMagyar Liberális Párt MLP Liberalism 1 0

Economy of Hungary

Bank notes and coins of the Hungarian forint.

Economy of Hungary

The economy of Hungary is a medium-sized, high-income, structurally, politically and institutionally open economy, which is part of the European Union's (EU) single market. The economy of Hungary experienced market liberalization in the early 1990s as part of the transition from a socialist economy to a market economy, similarly to most countries in the former Eastern Block.

Growth Of Economy

Public Relation In Hungary

The First book on Public Relation in Hungarian, Public Relation in Practice (Jozsef Lipot)

Aims of PR

Public Relation Education Eötvös Loránd University

Mass and Social Media in Hungary

The media of Hungary is not restricted by the government.

Most of the medias are owned by foreign countries media.

They are more open then other countries media. No influences can harm their thoughts.

Cont…

Russia Russia (also the Russian Federation) is a country which is

mostly in Asia and partly in Eastern Europe. It is the largest country in the world by land area. About 146 million people live in Russia. The official name for Russia in English is The Russian Federation. The capital city of Russia is Moscow.

Russia is a very large and diverse country. Its government is now based on a democratic form of rule. The president is chosen in direct elections, and its current President is Vladimir Putin. The official language is Russian. Russia produces a lot of energy made from oil and natural gas

Size and resources At 17,075,400 square kilometers (6,592,800 sq mi), Russia is the

largest country in the world, covering more than one-eighth of the Earth's inhabited land area. Russia is also the world's eighth most populous nation with 143 million people as of 2012.

Extending from eastern Europe across the whole of northern Asia, Russia spans nine time zones and has a wide range of environments and landforms. Russia has the world's largest reserves of mineral and energy resources and is the largest producer of oil and natural gas in the world. Russia has the world's largest forest reserves, and its lakes contain approximately one-quarter of the world's fresh water

Political IssuesName Ideology Leader MPs

United RussiaЕдиная Россия Conservatism, Centrism Vladimir Putin 238

Communist Party of the Russian FederationКоммунистическая партия Российской Федерации

Communism, Marxism-Leninism Gennady Zyuganov 92

A Just RussiaСправедливая Россия

Social democracy, Democratic socialism Sergei Mironov 62

Liberal Democratic Party of RussiaЛиберально-Демократическая Партия России

Nationalism, Authoritarian conservatism. Vladimir Zhirinovsky 56

Economic Environment

Growth of Russian Economy

Russian Media

Public Relation in Russia

Russian PR Practices

Russia is new to PR. They are a communist country, So they didn’t

believe in PR in their past. But now a days PR is popular and most commonly

used in Russia. They are now learning about PR and spread it to

their society and people are adopting it.

THANK YOU

WESTERN EUROPE AND “LEGACY” COUNTRIES

Name: Shara Jahan ShaplaEmail: shapla.nsu11@yahoo.com

ID: 1531004660

(Chapter-13)

THE UNITED KINGDOM

Key facts about UK

About the UK: The United Kingdom consists of England, Wales, Scotland (which together make up Great Britain) and Northern Ireland.

Capital cities: The capital city of the UK is London, which is also the capital of England.

Population: The population of the UK is estimated to be around 63 million Land area: The UK is close to 95,000 square miles (245,000 square kilometers) Language: English is spoken throughout the UK, but there are other official

languages too, such as Welsh, Scots and Gaelic. Money: The currency of the UK is pounds. Religion: The main religion in the UK is Christianity. Government: The United Kingdom is a parliamentary democracy – this means the

government is elected by the people. There is a general election once every five years.

The Royal Family: The Queen is Head of State in the United Kingdom.

'When people say England, they sometimes mean Great Britain, sometimes the United Kingdom, 

sometimes the British Isles - but never England.'

"England" is sometimes, wrongly, used in reference to the whole United Kingdom, the entire island of Great ,or indeed the British Isles. This is not only incorrect but can cause offence to people from other parts of the UK.

What are the National identities of the people living in Britain?

People born in England are called English or British and can say that they live in England, Britain and/or the UK. Most people in England will say they are

British rather than English.

People born in Scotland are called Scottish or British and can say that they live in Scotland, Britain and/or the UK. 

Most people in Scotland will say they are Scottish rather than British.

People born in Wales are called Welsh or British and can say that they live in Wales, Britain and/or the UK. Most people in Wales will say they are Welsh rather

than British.

HISTORY OF THE MAKING OF THE UK

The UK was a leading nation in the development of parliamentary democracy, and it has made enormous

contributions to science, art, literature and other areas.

PARLIAMENTARY DEMOCRACY

Royal coat of arms of England

Morrison and Conaway (2006) say about the British character:

BRITISH PERSONALITY

The English are somewhat closed to outside information on many issues.

They will participate in debate but are not easily moved from their perspective.

They are quite analytical and process information in an abstractive manner.

They will appeal to laws or rules rather than looking at problems in a subjective manner.

There is a conceptual sense of fairness unwritten, as is the constitution but no less vital.

Company policy is followed regardless of who is doing the negotiating.

CULTURAL DIMENSIONS OF UK

BRITISH CULTURE RELATIVE TO OTHER WORLD CULTURES

BRITISH RESPECT AUTHORITY AND RANK

The British respect authority and rank, so sending senior representatives will increase the likelihood of

success in business matters. Good manners are prized. Gannon (2004) suggests the typical British house as

a symbol for British character and culture

A house, like a way of life, should have strong foundations, be familiar, unchanging, and built in tried

and tested ways.

British expect business managers to conduct meetings and other proceedings efficiently and to maintain

good relations with employees.

Instructions are generally presented more as suggestions than as directions.

UK media enjoy considerable political and social freedom, though some restrictions apply to advertising and other

content, with guidelines prepared and administered primarily by two government agencies:

1. The office of communication and

2. The ministry of culture, media and sport.

The government-chartered British Broadcasting Corporation operates independently but is a public, non-commercial

service; its charter requires:

3. maintain high content standards

4. operate in the public interest.

POLITICAL AND SOCIAL FREEDOM IN UK

The public relations practitioner should be prepared for and expect openly biased coverage in both editorial and news

content. Practitioners will find coverage of news events and issues to be of considerable depth and breadth.

It was out of the crucible of the twentieth century that public relations emerged as a profession in the UK.

Following the war, the central government employed public relations tools in public diplomacy and to combat worker

unrest in the face of economic difficulties and industrial mechanization.

PUBLIC RELATIONS PRACTITIONER IN UK

Today, the guiding body for public relations in the UK is the Chartered Institute of Public Relations founded in 1948. The CIPR, with 9,000 members, is the largest association of this kind in Europe.

played a leading role in public relations education and professional development, and administers.

publishes the trade magazine Profile and subscribes to an ethical code of conduct.

PUBLIC RELATIONS IN UK

1. CIPR membership has grown by more than 50% in the last ten years.

2. Approximately 60% of members are female – this has grown from only 20% in 1987

3. 45% of members work in PR consultancy and 55% work in-house

4. Two thirds of CIPR members are based outside London

5. 40% of members hold Managing Director/Head of Communications positions, 30% are PR

Manager/Account Director level, 20% PR officer/Account Manager level and 10% PR Executive/Account

Executive role

Video about Interesting Facts

Germany’s economy leads Europe, and its population of approximately 83 million is second in Europe only to Russia

(about 142 million).

GERMANY GEOGRAPHIC LOCATION IN WESTERN EUROPE

COAT OF ARMS OF GERMANYThe coat of arms of Germany displays a black eagle with red feet, beak and tongue on a yellow field.

Some Basic Facts About Germany

Population: 82.5 million people live in Germany (2014). The majority of the people live in cities and towns.

Capital: Berlin with 3.5 million inhabitants is not only Germany's capital city but also the biggest city.

Government: Democracy, Republic Language: German Literacy: More than 99% can read and write. Religion: mainly Christians (Protestants 34%, Roman Catholics 34%) Currency: Euro Flag colors: black, red and gold

Germans are selective in building relationships, but once established they are deep and enduring.

Germans place a high value on abundant data and facts, and avoid emotional considerations.

Germans can be stubborn once they have taken a position on an issue. Reaching a decision may take time,

and every facet of the issue will be taken into account.

Avoid discussion of personal matters during business activities, but direct to the point in presenting

position or counsel. Germans appreciate and expect punctuality in both business and social settings.

Germans tending more toward the informal and northern Germans retaining more

rigid characteristics.

GERMANS CHARACTERISTIC

CULTURAL DIMENSIONS OF GERMANY

GERMAN CULTURE RELATIVE TO OTHER WORLD CULTURES

PUBLIC RELATIONS IN GERMANY

Günter Bentele is certainly a leading scholar in German public relations, and his contributions to the

literature provide a comprehensive analysis of the discipline’s evolution and current status in his country. As

this text has established and repeated, the public relations profession has been necessitated and shaped by a

variety of social, political, economic and cultural forces, events and trends.

BENTELE’S GERMAN PUBLIC RELATIONS PERIODS

Günter Bentele indicate (2003), that the nation has experienced the German Alliance, the German Reich, the Weimar Republic,

the Nazi period, the Second World War, the divided Germanies (East and West), and finally the reunification of East and West in

1990. Bentele and Wehmeier divide this historical tapestry into seven distinct periods

A term used today for public relations is Öffentlichkeitsarbeit. The direct English translation, if there were such an English

word, would be “openliness work”. The implication is a combination of communication and harmony between an

organization and its constituencies. More than 20,000 people work in public relations in Germany now, though only

•10 percent belong to a professional association.

•Among all practitioners, 40 percent are in corporate settings,

•20 percent in non-profits,

•20 percent in government at various levels, and

•20 percent work in agencies.

It is estimated that 70–80 percent of practitioners have earned the equivalent of a university degree, though few have

studied public relations; that is changing as more universities are offering courses in public relations principles, writing,

campaigns, ethics, law and research.

Öffentlichkeitsarbeit

Interesting Facts About Germany

AUSTRALIA SIXTH-LARGEST NATION IN THE WORLD

THE COAT OF ARMS OF AUSTRALIANew South WalesVictoriaQueensland

South AustraliaWestern AustraliaTasmania

Basic facts about Australia

Official Name: Commonwealth of Australia. Capital City: Canberra. Main Cities: Sydney, Melbourne, Brisbane, Adelaide, Perth, Hobart, Darwin.  Area: 7,682,300 sq. km. Population: 21,575,341 (There are over 20 million people living in Australia) Language: English Aboriginal and other languages are spoken at home and are available in

government offices, banks, shops, etc. Government: Democratic Federal system comprising six states and two territories. The states

are: New South Wales, Queensland, South Australia, Victoria, Western Australia and Tasmania. The territories are the Northern Territory and the Australian Capital Territory. appliances.

Currency: Australian Dollar

There are over 20 million people living in Australia. Australia is divided into six states and two territories. The capital city is Canberra, which is in the Australian Capital Territory (ACT).

AUSTRALIAN CHARACTERISTIC They are open-minded, but at the same time rely heavily on policies and rules.

They prefer facts and reason but do not require complete detail.

Emotional appeals carry little weight.

Australians appear high on the individualism scale, but they also reflect high egalitarianism and value

outward manifestations of that quality – do not boast or imply that you are “better” than someone else.

You will find citizens here modest and casual.

Do not be afraid of a respectful argument – they appreciate candor and frankness.

CULTURAL DIMENSIONS OF AUSTRALIAN

AUSTRALIAN CULTURE RELATIVE TO OTHER WORLD CULTURES

PUBLIC RELATIONS IN AUSTRALIA

Singh and Smyth (2000) report that public relations have grown since the first professional association

appeared at state level around 1950. Now there are 3,000 members of the national Public Relations

Institute of Australia, an organization that helps coordinates professional development efforts by the

academic and corporate sectors. Education programs are increasingly available through public and private

colleges and universities.

The largest age group for public relations professionals was 25–30, and university programs are providing a well

qualified small group of practitioners.

More than 60 percent of all practitioners are women, and larger percentages of women appear in the younger age

groups.

The vast majority of practitioners had tertiary education credentials, and about one in five had achieved PRIA

official approval.

More than 70 percent report working in media relations. That was followed by internal communication,

sponsorship/event management, community relations, government relations, and conference organization, in that

order.

PUBLIC RELATIONS PRACTITIONER IN AUSTRALIA

Video

IS

CHAPTER 14 : A Look To The Future

Mobin Ahmed Chowdhury ID# 1531384660E-mail: mobin_bdesh@yahoo.com

Significant changes between past and present global trends. Comprehend specific PR implications of growing multiculturalism,

emerging democracy, globalization and the increasing expectation for CSR activities.

Identify developing trends in new media and technology and consider their impact on future PR practice.

Recognize the opportunities presented by societal and media trends and understand their effect on the image of the PR industry

Explore the PR profession’s efforts to increase practitioner diversity and establish the value of PR

Topics Covered

Societal Trends

Society has changed a lot since 1967Globalization: “go global or go home”Understanding the cultural behavior and

sensitiveness

Multiculturalism

Minorities will comprise a third of the US population by 2016

Cultural Blend is occurring everywhere

Increasing buying power

Language conflict

Impacts

Illustrates a different challenge in responding to multicultural realities.

PR practitioners need to for more localized approach.

Responding correctly to specific audiences is more appropriate than emerging a global “cultural fusion”

PR Practice in Europe

PR in Emerging Democracies

Cont…

Addressing the multicultural trend is complex in democratic societies.

Many emerging democracies are moving from state controlled media to a more open journalistic system.

Media of some emerging countries follow a “cash for news coverage” arrangement.

Corporate Social Responsibility (CSR)

Cont….

Today, corporate social responsibility or the way they are treating is increasingly important to the consumers.

Younger generations are more concerned about corporation’s values than its prices.

Corporations with sound CSR activities may fall in crisis due to safety and health issues.

The world is becoming increasingly digitalized and various technologies are getting popularity.

Now-a-days people are more interested in public communication because of technological development.

However, people still find social media more creditable.

Developing Trends in new media

Professionals can use internet to increase the power of ‘Word-Of-Mouth’ technique.

Technologies are providing crisis besides opportunities

Allow businesses and organizations to give their messages a lifetime validity.

Cont..

Helps to improve the profession’s ongoing image problem. Media are assumed to be an unbiased source of

information for consumers. Consumers have access to information through online. Unethical actions may result a far worse condition than if

organizations had been truthful from the beginning. New media and global connectedness forces companies to

counteract negative perceptions on a global scale.

Social Trends & The Image of The PR Profession

PR needs to reflect better the divers society it represents

PR professionals need to represent the varied needs and interests of their clients.

Diversity in the profession

Help the profession continue to determine its value to corporate management.

Contribute to strategic decision making, strategy development and organizational functioning.

Practitioners continue to rely too heavily on media based evaluation methods.

Demonstrating the value of PR on management

Increasing professionalism and improving educational standards.

Broadening the knowledge of young practitioners as much as possible.

Cont..