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The Public Relations Handbook, 5th Edition
book

The Public Relations Handbook, 5th Edition

by Alison Theaker
May 2016
Intermediate to advanced content levelIntermediate to advanced
556 pages
18h 3m
English
Routledge
Content preview from The Public Relations Handbook, 5th Edition

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 ...

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Publisher Resources

ISBN: 9781317487364