Posted by: Female Perspective | December 2, 2010

Chapter 15: Challenges and Opportunities in PR

Chapter 15: Challenges and Opportunities in PR

1.  The job of the public relations professional is not to simply to perfom the basic communication task, but instead they have to work almost like an anthtopologist.  They need to work to understand the group of people that matters the most to the organization they work for.  By understanding this group, they can better understand how to influence that group to their advantage.

2.  Fortune magazine declared that public relations will remain among the 10 fastest growing industries in the U.S. through 2016.  This is due to three trends: PR is important today to every major institution, these institutions realize they perform many types of communication and they need someone to coordinate them all, and public relations is being practiced around the globe. 

3.  The communications professional needs to act strategically.  To many professionals look at things tactically, but they also need to learn how to think on their feet.  They need to know what strategic movements in going to be in the best interest of their organization.

**all this information came from the book, Reputation Management by John Doorley

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