FUTURE OF PUBLIC RELATIC MANAGEMENTINTRODUCTION AND DEFINITION OF PR By the integration of the two humar Seo Ia ions we public relations. It is a profession tr part and parcel of management fun According to the public relations soc of America “Public relations is a philosophy and function of manager expressed in policies and practices which serve the public to serve its understanding and goodwill.”4ISTORY OF PUBLIC RELATIONS has existed in some shape or form since the beginning of civilization itself. a S was born with the Neanderthal's trading techniques, around 1800 BC in the 2 East cheologists have unearthed farm bulletins in Iran that exhibit an attempt to nce farmers to use certain techniques. This type of PR can be evidenced by at writings, pottery, hieroglyphs, and art. 2r exact examples of archaic public relations can be found in Caesar's ientaries who tried to influence and change the opinion of the public about t! s.CHANGE IN THE FACE OF O Systematic use of Public relations O Use of PR in settling colonies O First major public relations opportunity was developn communities in the railroad expansion in the United $ O Use of PRin: 1) Catholic church. 2) Harvard university.. oO O oO oO PRESENT SITUATION O PUBLIC RELATIONS MANAGEMENT Methods, tools and tactics Publics targeting Lobby groups Meet and greet OtherCURRENT SITUATION ¢ PUBLIC RELATIONS Oo oOo Oo To what extension do the compan PR? How to handle target public? How do the organizations and mai treat goodwill? Should PR person evaluate himsel work environment?OBJECTIVES OF PUBLIC RELATION Human relations Free exchange Better relations Suggestions and complaints Discourage misinformation Understanding Influencing Supply of information Dialogue Persuasion OOoOo0o0o00000SIX FACETS OF THE FUTURE PR: O CLIENTS EXPECT MORE: O MEDIA IS TRANSFORMED: O BUSINESS IS A CONVERSATIONO INFORMATION FLOWS IN EVEF DIMENSION: O TRANSPARENCY IS A GIVEN: O INFLUENCE NETWORKS ARE A HEARTEMERGING OPPORTUNITIE FOR THE PR PROFESSION Guidelines and parameters need to | established and communicated “practitioners also need to extend the capabilities into new domains such as technology and new mediaFIVE THOUGHTS ON THE FU OF PR » Agencies must become comfortabl the personal branding of individua employees » Agencies must do a far better job training staff. > Agencies must explain to clients - crystal clarity — that mistakes will > Agencies must help clients move f Reactive to Proactive to Interactiv: » Agencies must reconsider their colFuture of PR in India: > Vv After the independence it was rea PR is necessary in order to commt development and to create a bridc between the public and the goverr Public Relations began to increase in the early 1990s when the gover opened the economy and multinat corporations began to enter the cc Specialization has become increas important and firms are demandin qualifications and skill sets from w