“The world is a global village” – Marshall McLuhan.
Now in the 21st century, Public Relations is an international phenomenon, the Internet has accelerated this process as organizations try to win the global battle of ideas, we may be moving from an age of “globalization” to an age of “cognitive understanding.” As trade an information don’t have borders nowadays so has the field of PR become borderless.
Along with all this “wonder” of having information at the tip of our fingers, there is always pros and cons to everything. In this case, new communications technologies have created misunderstandings, jealousies and often violence. The actions of individuals on one side of the world are now known on the other side of the world almost instantly. Smart multinationals also support local causes, incorporating audiences and celebrities into philanthropic efforts.
No matter what the motivation for corporate philanthropy, the community and specific organizations helped through the program benefit. When a company offers grants or financial support, local organizations are able to afford supplies and programs that might otherwise go unfunded. Companies who emphasize public service and volunteerism may notice a boost in morale, particularly if the employees value the idea of giving back to the community. Employees who work together on a volunteer or charity project get to know one another beyond the typical scope of work. The work may even improve teamwork on work projects.
The same way it is important to comprehend the importance , benefits and impacts of the advancements in communication technology with the internet, it will always remain fundamental to know how to express ourselves in writing and speech. Even in the age of technology, writing remains the key to effective public relations. Public relations practitioners are professional communicators, and communications means writing.
The ability to write easily, coherently, and quickly distinguishes the public relations professional from others in an organization. It is a skilled that can be learned and provides the assets needed to be a successful PR practitioner.
Writing for a reader is very different than writing for a speaker. Here are some examples of this difference:
- Scan material
- Study printed words
- Review passages
- Check the facts
- Get only once chance to hear and comprehend
- May tune out messages or speakers early
As professional communicators, PR people are required to develop content that is accurate and compelling on behalf of companies and organizations. Between e-mails, texts, Facebook posts and Tweets, our society spends a lot of time communicating via the written word.
Writing lies at the heart of the public relations equation.
Seitel, Fraser (2013). The Practice of Public Relations. 13th Edition.