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عنوان فارسی مقاله:
هوش آینده: استفاده از گاردنر برای روابط عمومی
عنوان انگلیسی مقاله:
Futures intelligence: Applying Gardner to public relations
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
2. Public relations futures: an historical perspective
As early as 1980, Jay Mendell observed that public relations practitioners, with their “facility for applied psychology and communications”, “have a unique opportunity – indeed, a responsibility – to try to discover what corporate planners, market researchers, and management consultants have failed to discover: the way to make an organisation responsive to its changing environment” and noted that “today, organisations may be ready to listen to practitioners who can explain that the world is more complex, changeable and uncertain than craft consciousness – the set of preconceptions with which management is comfortable – admits” (Mendell, 1980, p. 15). Mendell’s comments were also cited by Turk (1986) when she pointed out that public relations practitioners faced a choice between clinging to technical, functional skills or looking to the future as strategic innovators – indeed, as futurists. Turk went further and claimed that public relations professionals were already choosing the strategist/futurist option and that in doing so were “sweeping institutions into a forward-thinking process” (p. 13). That either Turk’s claim holds true to any great extent, or that Mendell’s recommendation was taken up, is not evident today, unless that strategic branch of public relations, following the European tradition, no longer operates under that name, but instead is known, for example, as strategic communication, or communication management (Moreno, Verhoeven, Tench, & Zerfass, 2009a, 2009b). Van Ruler and Vercic (2005) recommend the latter on the grounds that the use of “communication” as in “communication management” allows divergence away from a focus on publics towards a greater role in organisational strategy planning. Even so, as evidenced by Moreno et al. (2009a, 2009b), in practise communication professionals continue to have a limited role in organisational planning and decision making. Fiur (1984) similarly made an early call for a change of focus for the public relations industry to a much broader, strategic and adaptable remit. His argument was that to remain in an essentially press agent role would not only ensure that public relations never receives the status now accorded professions such as law and medicine, but that it would become redundant in the face of accelerating change. His suggested mission statement for the public relations industry is worth citing for its continued relevance today: Public relations is the managementfunction primarily responsible for shaping and implementing policies of mediation amongst social, political, and economic interests capable of influencing the growth and/or survival of an organisation’s basic franchise. To this end, the public relations function has responsibility also for identifying the forces and effects of change in the organisation’s environment so as to anticipate potential new needs for mediation, and to inform all other anticipatory activity within the organisation (p. 383).
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کلمات کلیدی:
Applying Communication Theory for Professional Life: A Practical ... https://books.google.com/books?isbn=1483322696 Marianne Dainton, Elaine D. Zelley - 2014 - Language Arts & Disciplines Sex Roles, 55(1–2), 51–61. doi:10.1007/s11199– 006–9068–1 Gardner, L., & Stough, C. (2002). Examining ... HowardJournal of Communications, 17(1), 39–55. How to Start a Home-based Public Relations Business https://books.google.com/books?isbn=0762789204 Randi Minetor - 2012 - Business & Economics This is the perfect application for it.” Respecting one another's ... “And if Micah needs me to do something, I do it,” said Gardner. “Our system has worked out well. Marketing/Public Relations Internship [Isabella Stewart Gardner ... sites.tufts.edu/.../marketingpublic-relations-internship-isabella-stewart-gardner-museu... Nov 1, 2014 - Apply by: November 28, 2014. Description: Title: Marketing/Public Relations Internship Department: Marketing/Public Relations Reports To: ... [PDF]PDF Barcelona PR Meeting #4 Abstracts - UOC www.uoc.edu/portal/en/symposia/.../pdf/Abstracts_BarcelonaPRMeeting4.pdf Jul 9, 2010 - Barcelona PR Meeting #4 Configuring Intelligences for 21C Public. Relations is the fourth ... notably Gardner's (2009) own Five Minds for the Future. (NB we ...... Applying social media strategies to meet a competitive market,. Leadership: Theory, Application, & Skill Development https://books.google.com/books?isbn=1305465075 Robert N. Lussier, Christopher F. Achua - 2015 - Business & Economics Communication in Organizations,” Public Relations Review [serial online] 38(2) ... H. Gardner, B. Staats, and F. Gino, “Dynamically Integrating Knowledge in ...
