Carrington Murray

Grunig Article
September 8, 2016
Public Relations has evolved.

Throughout the years, the progression of the Public Relations field and

interest level in the field has continued to grow. Social media which was not

a major objective in the field has now grown too much greater importance

over the years. As a result of this, media outlets have now been created and

outlets that already existed has been substantially updated. Via the internet,

simple social mediums can now reach millions and millions of people not only

nationwide but worldwide. What this means is that public relations have had

to evolve based on the changes in the world. PR which was easily translated

as publicity at one point in time, is no longer that. Individuals who choose

this field as their area of expertise must now spend time with its processes.

Research has become much more important in the evolution of the field, you

must thoroughly research the issue, topic, organization and public you

represent. What is the reason for this? The reason for the research is

because scholarly knowledge of practitioners must now be applied to create

a strategic plan that can positively and effectively uplift whom they

represent. Its more than just an apology, practitioners must now fully

mange the organization and its public and create a plan accommodate the

plan. Overall public has transitioned from publicity to strategic

management.

The advancement in the diversity of the field is aiding its growth

As stated in my previous comment the field of pubic relations has

grown as well as the practitioners that show interest in the field. A field that
Carrington Murray
Grunig Article
September 8, 2016
was once controlled by men now have has now become a field with a more

female presence as well individuals of different races and cultures. Is this

important? I personally feel that it most definitely has relevance. Having

practitioners employed on your PR campaign or simply employed with your

organization who can directly relate to the publics makes them (publics) feel

more safe. Public relations is now global, meaning you are dealing with

individuals from across the world. As a result the more individuals who are

employed with your organization that can address a different aspect really

advances your organization. Whether it be a mid-aged female who can

directly relate to issues of the common mid-aged woman, or Hispanic man

who can translate and relate to Hispanic publics, each are carrying out their

respective roles to aid the organization. In my opinion, the more the

organizations practitioners represent its publics, the more support the

organizations gains globally and locally. Both (global and local) being

immensely imperative to organization growth.

Is their more evolution to come in the field? Importance of

leadership changes.

Definitely! With new knowledge and new individuals entering the field then

one should almost expect innovate ideas and theories to be brought to the

field of Public Relations. No field and or organization can expect to grow if

they become stagnant. As the world changes and ideas continue to expand,

your organization must do so as well. The more you are educated, the more

information that you can bring to your organization. Continually, as

Carrington Murray
Grunig Article
September 8, 2016
leadership in the organization continues to change so does the way the

organization is ran. I personally feel that in order for the organization to grow

and continue positively effecting its organization, leadership must change.

Nothing can be changed if the same tactics are always used. Lots of times it

takes a new set of leaders, ideas and experiences that brings about positive

change. Practitioners retiring may be a bitter moment for the company,

especially if they were a great practitioner, but its also sweet because they

will hopefully be replaced with a vibrant and innovate person ready to input

their ideas and advance the company.