Past vs Present

The demand towards the public relations practitioner today has increased greatly. This chapter (Chapter 7 - Public Relations Management in Organisations) shows the contrast between public relations practitioners in the past and today. There were less responsibilities and roles, things were less complicated in the past (the environment does not change as rapidly as compared to now) and people are not so educated then. Standard of living was lower. Now, public relations practitioners need to continuously update themselves on the latest events, news and technology, they need to find different approaches to adapt to the environment and many more.

Besides, to have an open system, it is more costly and effort to keep up with it. In order to observe the way the environment changes, resources are required to report the findings to the public relations practitioner. These resources can be expensive. For example, the practitioner may have to pay to get the report and also to publish the results of the air pollution in a country. Despite being expensive, these results may be useful such as to help the practitioners with their initial research. As compared to the past, I think the system is closed. It is much simpler. The practitioners less work to do. They do not have to source for resources.

In conclusion, there is no turning back. Adaptation and mitigation are the keys to survival. Not just for the public relations practitioner, everybody will have to do these. Everybody have to find ways to do so. If one does not do so, he may be no longer in the “competing era”, he is “out of range”.