Trends and Developments

Global and local trends change the operating environment for public relations.Thus, this is leading to an change about how to shape the profession and what is influencing public relations practice.

As described by Stark and Kruckeberg, public relations is taking a critical role and engaging with society and the community. However, public relations practitioners need to be guided by their professional values and beliefs and make it to be relevant and meaningful.

As such, public relations practitioners have to work hard to meet the requirements of project managing or to work with clients, and stakeholders so that the best possible outcomes are achieved for all parties. Furthermore, ethical practice is paramount to public relations practitioners and best practice because as corporate scandal become more common, there is a growing of distrust of business. Meanwhile, public relations practitioners should be open and honest in their communication to the public and make your clients believe what you are talking about.

One of the influences on public relations practice is the international context and increased tension between local-global perspectives. This means activity may take a local and global position as they pressure local governments and influence wider public opinion.

To sum up, as global and local trends changed the environment of public relations, it also changed the influences of public relations. Ethical has been a paramount to public relations practitioners and best practice in their communication to the public. However, international and local context is another influence on public relations practice.