ERIC Number: ED232165
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
Megatrends in Public Relations: Some Proposed Responses for Public Relations Education.
Aronoff, Craig E.; Baskin, Otis W.
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)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).