TRENDS AND DEVELOPMENTS

Today, this chapter is about another perspective of Public Relation which is Trends and Developments. So those are my opinion of this chapter.

We should understand what is shaping twenty-first century public relations. As we all know that Public relation profession is developing and the most important is the affect of practitioners and educators. Moreover, the operating environment for public relation is changed for public relation in the global and local trends. I also noticed that the realization is the main factor to shape the profession. Furthermore, the public relation professional is required to have an ethical and also the responsibility for their client. Especially, they need the values and beliefs so the social aspiration will be relevant and meaningful.

I am really interesting in with the organization's expectation because from this chapter I knew that the most important requirement is ethic and responsibility, after that is timely, creative as well. In my opinion, what I have already learned from book, public relation professional must keep communicating and exchanging to relevant with customer's demand.

Next, I want to mention about the new media environment effects that practitioner demands have increased. Blogging is the kind of advertisement, it gives a chance and prospect for creative and innovative practice, moreover, also improve the project management.

Practitioners who work for government and policy and they always want the change for health or services. One thing that I do not understand, why practitioners do not want government to be too powerful or regulate excessively???? Nowadays, public relation is growing day by day all over the world because the development of communication, despite in the past the information was disseminated to the public. And when the information is blind, public relation profession know how to suffer server consequence.

Finally, the pubic relation has to be local and global but the practitioners should think about local first even their target inform to both local and global customers. The only reason is because they need to be really understand and mindful to their culture as well as ethic and responsibility, so their organization will be successful and development.