Canadian Public Relations Society The State of Public Relations in Canada CPRS Manitoba January 18, 2006

Canadian Public Relations Society State of Public Relations Four key themes: How has the way we practice public relations changed? Why is ethically practiced public relations so important to maintaining public trust in institutions? What are the new trends affecting our industry? How does public relations facilitate democracy?

Canadian Public Relations Society State of Public Relations  How has the way we practice public relations changed?  Today’s societies are complex  Almost all private, public or social organizations use public relations strategies  Concept of generic principles and specific applications  Four broad sets of implications

Canadian Public Relations Society State of Public Relations Why is ethically practiced public relations so important to maintaining public trust in institutions? Universal protocol of ethics for the profession Sixth annual Edelman Trust Barometer found credibility of business, media and government is at its lowest point Truth is one fundamental value we should carry with us every day

Canadian Public Relations Society State of Public Relations What are the new trends affecting our industry? Corporate social responsibility (CSR) Ongoing changes in traditional media

Canadian Public Relations Society State of Public Relations How does public relations facilitate democracy? Use of freedom of speech to foster changes to society is at the core of Canadian democratic values Role of public relations in the era of e- democracy will be even greater

Canadian Public Relations Society State of Public Relations Summary Need to develop and strengthen business skills Go beyond traditional skills to include negotiating, conflict and dispute resolution Need to understand trends affecting industry Embrace new technologies Practice with high-ethical standards, be purveyors of truth and work to rebuild trust

Canadian Public Relations Society Thank you Merci Colleen Killingsworth, APR CPRS National President Senior Public Relations Consultant NATIONAL Public Relations, Calgary