O'Reilly logo

The Public Relations Handbook, 5th Edition by Alison Theaker

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 21Future challenges for PR

Alison Theaker

Chapter Aims

This chapter concerns the development of the public relations industry itself. While the future cannot be divorced from the debates in previous chapters, the reputation of public relations, professionalism and the impact of new technology continue to concern practitioners. There seems to have been a shift in commitment in the industry to address the questions of diversity and inequality.

Looking Back at Looking Forward

Working on the fifth edition of The Public Relations Handbook, I realised that I have been writing about the future of the industry for well over a decade. So it felt like a good time to review my crystal-ball gazing to see whether any of the issues that were raised ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required