Part V THE FUTURE CHAPTER TWENTY-TWO THE GOLDEN AGE

22-2 Issues of the Millennium Environmental Factors include: Economic globalization Shifting public opinion Global jealousies Aging of society Leanness and meanness

22-3 Environmental factors continued Corporate responsibility Technology Bigness is back Accountability

22-4 What are the challenges facing public relations? Need for tailored approaches Creativity Increased specialization Globalization Technology

22-5 Public Relations Challenges continued Reseach/results orientation Decreased sexism Minority recruitment Education Ethics and reputation

22-6

22-7 Question…. What are the top issues facing your generation? What public relations implications do these have?

22-8 Counseling Top Management will involve tangibles and intangibles.

22-9 Characteristics to Counseling Management Knowledge of the institution Access to and respect for management Access to an intelligence network Familiarity with the reporter on the beat Solid skills base

22-10 Characteristics continued Propensity toward action Knowledge of the law Knowledge of technological change Strong sense of integrity and confidence Acceptance of anonymity

22-11 Things to Do List 1.__________________ 2.__________________ 3.__________________ 4.__________________ 5.__________________

22-12 Ways you can level the playing field….. Become involved with and have active participation in student public relations organizations Secure part-time employment that uses skills important to public relations work Attend professional meetings in the community, learning about public relations

22-13 Ways to Level continued Activities and meeting practitioners that can be valuable contacts later on. Seizing every opportunity, formal internships, voluntary work for non-profit associations, or political candidates, service on the school newspaper, radio, and/or television stations, merchandising in class projects to local merchants.

22-14 What have you done to level the playing field? Have you… Joined PRSSA? (If one is available in your area) Worked as an active member of PRSSA? Attended workshops, conferences sponsored by PRSSA? Ran for an office? Made valuable professional contacts? Participated in an internship to increase public relations skills?

22-15 Visit PRSSA Web site PRSSA.org

22-16 Leveling continued Have you… Increased your skills by participation in the school newspaper, radio, television center? Worked on a political campaign? Worked for a non-profit organization? Worked on in-class projects aimed at increasing skills in the local community?

22-17 Questions to ponder…. What is the outlook for women in public relations? What is the outlook for minorities in public relations? What are the issues facing each group? How will you change things?

22-18

22-19 Values that Public Relations Professionals must uphold: Honesty Professionalism Ethics Humanity Leadership

22-20 How can you incorporate these values into your professional life? Hint: It’s all up to you.

22-21 The Golden Age Are you ready for it?