HEY! This is my final blog, which is on chapter 2, which i was also suppose to do 39487 million years ok, but didn't have my book and so forth. So yea. Anyway, before i go on talking about what was in the chapter, what i understand etc. I just wanted to say that i learnt a lot by reading all the chapters :) I'll admit that at first when we were suppose to blog, i thought it wasn't very helpful but yea it did get us reading and so i guess after reading i did manage to pick up on some things.
So this final reading was on trends and developments. I guess that PR is ever changing and developing because of the ever changing trends and technology development in the society. The way trends are set continually change the way PRs have to operate and manage their profession.
One of the driving forces for change is technology. The way PR communicates with the public is dramatically changing. Today's era revolves around the internet and PRs have to be able to use this to their advantage. Blogs, websites, online annual reports, e-zines, journals, e-letters, have become an important facet that PRs have to be able to use to their greater advantage. The main point that must be recognized is that unlike in real life, the internet has allowed the transmission of information and communication to be unlimited and instant. Moreover, these information are exposed to a large number of people online. What PRs need to understand is that these form of "alternative media" will continue to emerge and PRs need to cope with this and learn how to use these new applications to the best of their ability.
In my opinion, PRs not only need to be online but also continue to be offline. As in, yes it is important to be able to provide sources of information and build relationships online using the net, but they should remember not to neglect the offline people- people that do not use the internet. It is definitely not an easy job because of the so many tasks a PR person needs to undertake.
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