There is an urgent need for a strategic analysis of what is really needed across all the PR disciplines. The threat is significant and most practitioner are blithely unaware they are under fire as the PR institutions play the fiddle.
Now we can describe the nature of public relations it gets much easier to do a wide range of things like predict the future of PR.
- Media relations
- Corporate affairs
- Public affairs
As it turns out there is a lot going on that affects corporate affairs.
Of course we start with the watchers of corporate activities. Almost anyone can take a view of almost any company based on its online presence.
It is the nature of internet transparency, and porosity, which makes almost all corporate activity accessible to the networked digital community. In addition, such opacity is served by third parties from Corporate Watch to Safe Call. There are videos and stories a plenty.
- PR has to understated how to discover and manage the value of corporate reputation and brand values.
- It has to be able to make the case to the dominant coalition and invest in both protection as well as promotion.
- Progressively, the PR industry has to learn to manage issues and crisis. Practitioners have to read the chapter in Online Public Relations and then implement it.
- Monitoring has to be much more aggressive and competent.