The Evolution of Public Relations in Today's Business World

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The Evolution of Public Relations in Today’s Business World By: Brett Hutchinson
BUS600-051512: Management Communications with Technology Tools May, 28th 2012

Topic: Public Relations

Public Relations is a pivotal part of any business because it is the direct line of communication between the business and the public. It is not just the voice of the business, but also the ears of the business. A business has to know and understand the general publics’ needs and concerns; it also has to build and maintain a reputation of being open and honest with the public. For a business to enjoy long term success it has to have the ability to evolve and adapt with the ever changing trends of the public; therefore, public relations is a key component for the success of a business.

Hypothesis: How is the role of Public Relations evolving in today’s business world?

In the past Public Relations was mainly just used as a form of damage control; if you had a crisis on your hands you would bring in a PR consultant to patch up your reputation with the public. It was also used more as a way to entice and persuade the public, not to actually engage in communication and obtain feedback from people. In this day and age it has become imperative for PR to engage in a continuous dialogue with the public. As the ways in which people transmit and receive information are evolving so must the ways in which PR interacts with the public. As Clark (2002) stated in her article, “Role of Public Relations to Help Regain Corporate Trust’, “[now businesses] must provide public relations with a seat at the executive level management table rather than just relying on public relations when a crisis arises” (para.1) The people are now demanding that corporations be more transparent and that they be held accountable for their actions. This demand has transformed the role of PR into one of the most important aspects for the success of a business. Research Process

After extensive...
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