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Public relations

A new professionalism for a new millennium?

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Public relations: A new professionalism for a new millennium?. (2022). Communicare: Journal for Communication Studies in Africa, 19(2), 51-68. https://doi.org/10.36615/jcsa.v19i2.1873

Abstract

The advent of the Communication Age sets the challenge for public relations to lead
corporations and other organisations on several levels, including the integration of
relationships with various stakeholders, management functions, corporate and
organisational structures as well as the integration with society. The successful
integration at these levels will depend on the range of leadership that corporate
communication professionals demonstrate from a macro level of interaction with society
to a more micro level of individual stakeholders. As a result, public relations professionals
must understand the major issues and trends confronting business and society, and be
able to effectively communicate their longterm implications to management. Key issues
t h a t w i l l remain of concern include many challenges that are a function of technology
and changing times. The future of public relations practice depends on how well the
profession adapts to changes in the new media environment and to shifts in economic,
social and business paradigms.
This article explores the reasons why public relations practice has grown increasingly
complex and discusses the challenges, threats and opportunities facing the profession
in the new millennium.

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How to Cite
Public relations: A new professionalism for a new millennium?. (2022). Communicare: Journal for Communication Studies in Africa, 19(2), 51-68. https://doi.org/10.36615/jcsa.v19i2.1873

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