The Effects of Globalization on Public Relations

As a result, public relations practitioners are often considered "cultural subjects" because they need to monitor social, community, or national social and cultural progress (Banks, 2000, 3). Because of this change, public relations practices are more interactive rather than passive. Because they are now communicating with more diverse audiences, it is beyond the functional process. Anthropological knowledge allows practitioners to better understand and adapt to various cultural practices and values ​​related to specific countries.

According to the Public Relations Public Relations Handbook, public relations activities evolved from a series of "news agents or public relations officers" to the theoretical and practical approaches of the 1980s. This research was published in academic journals such as Journal of PR review and PR research. This created an industry consensus on dividing PR activities into four steps: research, planning, communication, and action. In the 1990s, there was a profession communicating with specific audiences and specific market segments, such as investor relations and technical public relations. New Internet technology and social media sites have influenced PR strategy and strategy. In April 1999, four managers of IBM, Sun Microsystems, National Public Radio, and Linux Journal created "The Cluetrain Manifesto". "Declaration" established 95 papers on how social media and Internet technology change business.

Publicity is an important part of the company. Until a while ago, public relations activities were not even part of the organization. Today, there are departments specializing in public relations activities in almost all major organizations. To establish effective public relations within an organization, companies must consider a number of factors. According to Brigham Schully's website, program development is a great way for effective PR. They define "the documented action plan defines customer goals, communication needs, appropriate strategies and activities.The plan also includes schedules to achieve goals and recommended budgets. The website also said that media relations have evolved over the years.To communicate regularly with the media, you can raise awareness.