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Chap. 14 – Emerging Trends

Chap. 14 – Emerging Trends. Global Public Relations. Overarching Trends. Trends that spawned PR continue apace Democracy, in various forms, spreading globally Technological advances, including in communication, accelerating

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Chap. 14 – Emerging Trends

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  1. Chap. 14 – Emerging Trends Global Public Relations

  2. Overarching Trends • Trends that spawned PR continue apace • Democracy, in various forms, spreading globally • Technological advances, including in communication, accelerating • Higher expectations for social responsibility by all organizations

  3. Newer Trends • Rise in multiculturalism complicates public relations activities • Backlash in opposition to globalism and perceived western cultural dominance • Spread of virtual communities; information overload; message clutter • WOM and viral campaigns

  4. Global Complexity • Immigration and “cultural fusion” • Results vary in U.S., Europe, elsewhere • E.g., Hispanic population in U.S.; Middle Eastern population expanding in Europe • Campaigns seek common ground among widely diverse cultures • Key is localization, relationship building, sensitivity to cultural differences

  5. Points to Consider • 92% of world’s 5.9 billion consumers do not speak or read English; perhaps western PR models are inappropriate as well • Vastly multiplied media sources available; not all are viewed with equal trust • Consumer and investor decisions increasingly based on perception of CSR

  6. PR’s Potential Role in Public Diplomacy • Private Sector Summit, 2007 • Public diplomacy as a component of business practice • Collaborative effort involving corporations, nonprofits, governments • Summit focused on U.S., but could project to global effort

  7. Activism On the Rise • 40,000 NGOs internationally • Technical communication tools multiply effects and permit unmediated message distribution • Crucial to engage groups

  8. Spectrum of New Media • Corporate presence seen on YouTube, Facebook, similar sites • Product placement in video games • Cell phones supplying news video • Multimedia news releases (MNRs) • Impact on crisis dynamics and crisis management • Raise new issues with PR ethics

  9. Challenges to the Profession • Pursuing gender and ethnic diversity • Demonstrating PR’s value to organizations and societies • Improving measurement and evaluation • Continual review of university curricula

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