ASSIGNMENT NO.

Q. WHAT ARE THE REASONS FOR SOCIAL CHANGES IN MODERN PUBLIC

RELATIONS?

A. The social changes in Modern Public Relations are may be due to public relations
practitioners are facing more difficulties and challenges as information speed and globalization
alter the pace and landscape of the profession. Modern business, characterized by globalization,
requires organizations to understand the intercultural and international aspects of public relations
while operating in a global market. The internationalization of public relations is both an
opportunity and a challenge for professionals. Understanding the traditional social culture might
still be one of the most difficult challenges for public relations practitioners working in
international contexts. In fact, Sriramesh and White (1992) suggest that international public
relations would have to reflect the cultural and societal norms of the host nation. Furthermore,
Taylor (2001) suggests, “Cultural variation, different norms of conduct, and different levels of
social-political development all will demand different approaches to the practice”.

In addition to cultural challenges, public relations practitioners are facing technological

challenges as well. The days when press releases served as the primary tool for public relations
practitioners have long passed. Instead, “Internet, digital technology and e-commerce” present
technological challenges that significantly alter modern public relations. In fact, websites are
quickly becoming a widely adopted public relations tool.

While organizations, ranging from production to service to technology, are adopting

websites, public relations are a particularly important consideration for organizations as they
begin to serve their various constituencies through the Web. Public relations have demonstrated
to be especially vital for banks given the extremely competitive banking environment. As Morvis
(1991) identified, Banks must integrate public relations into the decision-making and business
planning process if they wish to deflect rising public concern over the financial stability of the
industry. Effective issues management, corporate identity protection, and systematic crisis
communications are key strategies, which can be used to defend a banking institution’s
credibility before negative publicity weakens its reputation.

The origin of public relations was when Thomas Jefferson (1807) used the phrase "Public
relations" in the place of "State of thought" while writing his seventh address to the US
Congress. In India, Great Indian Peninsular Railway Company Limited (GIP Railways) carried
on publicity in Public Relations campaign in England for promote tourism to India through mass
media and pamphlets. During the time of First World War a central publicity board was set up at
Bombay for disseminating war news to the public and press. After Second World War the Public
Relations activity gained importance both privates as well as Government started Public
Relations campaigns.
 Today, public relations is usually seen as being in the third phase or era of its
professional development. And, while many practitioners still act with the mindset and values of
the two earlier eras, the most successful practitioners now seem to use the less-self-serving
approaches that are characteristic of the third phase.

Public relations has emerged as a distinct discipline and viable career path in the second
half of the 19th century. It's grown tremendously in size, scope, and significance. This growth
has been particularly dramatic in the last few decades, and it's been accompanied by a growing
recognition of public relations' expanding role and influence in organizational life of all sorts. In
many corporations, government agencies, and non-profit organizations the public relations
function has been elevated from its traditional role as a support service and made it an integral
part of upper management decision-making.

Public relations has had a three-stage evolution:

1) The field's earliest manifestations have been called the publicity phase of public relations.
During this stage of development practitioners were primarily concerned with creating
awareness and building recognition for the individual or organization employing public
relations. It was/is closely tied to advertising and promotion, and getting "the message" out to
the widest possible audiences was/is paramount.
2) As practitioners evolved into the explanatory phase of public relations greater emphasis was
placed on providing more complete information and having the organization clearly
articulate the reasons for its actions and policies so its publics would understand, sympathize
with, and patronize the organization. Simply getting the organization's message out wasn't
enough. Receivers had to understand and accept the point of view of the sending
organization.
3) Now, in the mutual satisfaction phase of public relations practitioners encourage
organizations and their publics to adapt to one another by making complementary
adjustments or compromises so that both benefit from their relationship. Practitioners are
now as concerned with in-coming messages and information they can use to counsel
management on current public opinion as they are with developing and delivering outgoing
messages.
Following are the functions and need for public relations which had brought the development
and social changes in modern periods:

 Public Relations is establishing the relationship among the two groups (organisation and
public). It is an Art or Science of developing reciprocal understanding and goodwill.
 Public Relations analyses the public perception & attitude, identifies the organisation policy
with public interest and then executes the programmes for communication with the public.
 Investing on Public relations will help the organisation to achieve its objective effectively
and smoothly.
 Public Relations is not creating good image for a bad team. Since false image cannot be
sustained for a long time. Though the organization product or services are good it need an
effective Public Relations campaign for attracting, motivating the public to the product or
service or towards the purpose of the programme. It is not only encourage the involvement
from the public and also resulting in better image.
 An effective Public Relations can create and build up the image of an individual or an
organisation or a nation. At the time of adverse publicity or when the organisation is under
crisis an effective Public Relations can remove the "misunderstanding" and can create mutual
understanding between the organisation and the public.
 There are some possibilities that would call for public relations such as promotional
opportunities to inform the new service or policy to make wider publicity.
 To competitive with the other organization in the market and to overcome the resistance.
 To eliminate the contradictory conditions in between the organisation and the public.
 To inform the truth or correct issues and thereby removing the misunderstanding.