1. Copyright © Allyn & Bacon 2003 Your Future in Public Relations Chapter 16 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

2. Copyright © Allyn & Bacon 2003 PR’s Mixed Legacy: Pluses  Practitioners improve the public conduct of organizations.  Practitioners make all points of view heard in the public forum.  Practitioners help build public consensus.

3. Copyright © Allyn & Bacon 2003 PR’s Mixed Legacy: Minuses  Practitioners are cluttering already choked channels of communication with pseudoevents and phony sound bites.  Practitioners have corroded channels of communication with cynicism and credibility gaps.

4. Copyright © Allyn & Bacon 2003 Social Forces and Public Relations  The global spread of democracy  Globalization  The changing face of the United States  The growth in world population  Feminization of the workforce

5. Copyright © Allyn & Bacon 2003 The Growing Hispanic Market  The Hispanic market is the fastest- growing sector of the U.S. economy.  There are cultural differences that go beyond translating everything into Spanish.  Learning to read and speak in Spanish will be beneficial.

6. Copyright © Allyn & Bacon 2003 It’s Not Easy Being Green  The environmental movement has been linked to public relations since the time of Theodore Roosevelt.  Corporations have used green public relations to promote environmental stewardship.  Critics have called this “greenwash.”

7. Copyright © Allyn & Bacon 2003 Where Public Relations Is Headed  Growth  The struggle for credibility  Greater integration  Greater accountability  Targeting  Rapid response  A nontraditional workplace  Vision

8. Copyright © Allyn & Bacon 2003 Getting Ready  Earn your degree!  Employers want good writers, self- starters, critical thinkers, and problem solvers.  Get internships.  Get involved with student organizations.

9. Copyright © Allyn & Bacon 2003 Guidelines For Your Future  Be true to your values.  You’ve got to pay your dues.  Make your own luck.  Learn from your mistakes.  Celebrate victories.

10. Copyright © Allyn & Bacon 2003 Guidelines For Your Future  Your education is just beginning.  Command new technology.  Pass it on!  Maintain perspective.  Exercise your rights—especially your First Amendment rights.