Part V THE FUTURE

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Part VTHE FUTURE

• CHAPTER TWENTY-TWO
• THE GOLDEN AGE

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Issues of the Millennium Environmental Factors
include

• Economic globalization
• Shifting public opinion
• Global jealousies
• Aging of society
• Leanness and meanness

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Environmental factors continued

• Corporate responsibility
• Technology
• Bigness is back
• Accountability

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What are the challenges facing public relations?

• Need for tailored approaches
• Creativity
• Increased specialization
• Globalization
• Technology

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Public Relations Challenges continued

• Reseach/results orientation
• Decreased sexism
• Minority recruitment
• Education
• Ethics and reputation

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Question.

• What are the top issues facing your generation?
• What public relations implications do these have?

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Counseling Top Management will involve tangibles
and intangibles.
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Characteristics to Counseling Management

• Knowledge of the institution
• Access to and respect for management
• Access to an intelligence network
• Familiarity with the reporter on the beat
• Solid skills base

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Characteristics continued

• Propensity toward action
• Knowledge of the law
• Knowledge of technological change
• Strong sense of integrity and confidence
• Acceptance of anonymity

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• Things to Do List
• 1.__________________
• 2.__________________
• 3.__________________
• 4.__________________
• 5.__________________

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Ways you can level the playing field..

• Become involved with and have active
  participation in student public relations
  organizations
• Secure part-time employment that uses skills
  important to public relations work
• Attend professional meetings in the community,
  learning about public relations

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Ways to Level continued

• Activities and meeting practitioners that can be
  valuable contacts later on.
• Seizing every opportunity, formal internships,
  voluntary work for non-profit associations, or
  political candidates, service on the school
  newspaper, radio, and/or television stations,
  merchandising in class projects to local
  merchants.

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What have you done to level the playing field?

• Have you
• Joined PRSSA? (If one is available in your area)
• Worked as an active member of PRSSA?
• Attended workshops, conferences sponsored by
  PRSSA?
• Ran for an office?
• Made valuable professional contacts?
• Participated in an internship to increase public
  relations skills?

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Visit

• PRSSA Web site PRSSA.org http//www.prssa.org

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Leveling continuedHave you

• Increased your skills by participation in the
  school newspaper, radio, television center?
• Worked on a political campaign?
• Worked for a non-profit organization?
• Worked on in-class projects aimed at increasing
  skills in the local community?

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Questions to ponder.

• What is the outlook for women in public
  relations?
• What is the outlook for minorities in public
  relations?
• What are the issues facing each group?
• How will you change things?

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Values that Public Relations Professionals must
uphold

• Honesty
• Professionalism
• Ethics
• Humanity
• Leadership

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How can you incorporate these values into your
professional life?Hint Its all up to you.
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The Golden Age Are you ready for it?