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Megatrends in Public Relations [microform] : Some Proposed Responses for Public Relations Education / Craig E. Aronoff and Otis W. Baskin
Bib ID 5427957
Format MicroformMicroform, BookBook
Author
Aronoff, Craig E
 
Description [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1983 
15 p. 
Summary

Ten areas of change, or megatrends, are transforming the practice of public relations. First is the change from manipulation to effective adaptation to environmental demands, constraints, and opportunities. Second, the role of the public relations practitioner is changing from external counselor to internal team member and leader. Third is the evolution of the public relations practitioner from an information impediment to an information facilitator or boundary spanner. The fourth change is from marketing to management; public relations' prime responsibility has become providing the information and environment in which management can function most effectively. Fifth is the change from program success, or a focus on discrete tasks or products, to continuous process; sixth is the change in the public relations practitioner's role from being a craftsperson to being a manager; and seventh is the change from concentration on placement of positive items in the media toward issues management. Eighth is the change in emphasis from output to input, with focus now directed to messages to and from internal publics. While the ninth change is among the most fully established megatrends affecting public relations: the evolution from "fire fighters to fire preventors." Preventive public relations is now the widely held ideal among practitioners. All of these trends have helped to create the tenth megatrend--the move toward legitimacy. Public relations is now being recognized as a legitimate field of study. (HOD)

Notes

ERIC Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).

Reproduction Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive. 
Subjects Attitude Change.  |  Educational Change.  |  Higher Education.  |  Journalism Education.  |  Management Development.  |  Organizational Communication.  |  Professional Development.  |  Professional Recognition.  |  Public Relations.
Form/genre Opinion Papers.  |  Speeches/Meeting Papers.
Other authors/contributors Baskin, Otis W., author
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    Members of Aboriginal, Torres Strait Islander and Maori communities are advised that this catalogue contains names and images of deceased people. All users of the catalogue should also be aware that certain words, terms or descriptions may be culturally sensitive and may be considered inappropriate today, but may have reflected the author's/creator's attitude or that of the period in which they were written.