Challenges and Opportunities

Chapter 15:

  • Edward Bernay’s said that public relations is “the vocation of the social scientist who advises clients on social attitudes and on the actions to take to win support of the public upon whom the viability of the client depends.”
  • He also came up with several different descriptions of PR: Recognized that group behave in predictable, if shifting, ways, and it focuses on how those who matter to a company think and feel and how to get them to think and feel differently
  • The book said that Public relations will be among the 10 fastest growing professions in the U.S. through 2016.
  • Several challenges that PR is facing today are globalization, the media, building trust and survival.
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