Academic journal article Public Relations Journal

Forecast 1991: Finding Ways to Do More for Less Challenges Professionals This Year

Academic journal article Public Relations Journal

Forecast 1991: Finding Ways to Do More for Less Challenges Professionals This Year

Article excerpt

FORECAST 1991 Finding Ways To Do More For Less Challenges Professionals This Year

Paying attention to the bottom line, working smarter with fewer resources and finding cost-effective ways to get messages across are shared concerns of public relations professionals, regardless of their specialties. While top management is putting increased pressure for bottom-line results on public relations staff and consultants, organizations also value them more than ever for strategic planning and marketing counsel.

Practitioners who can wear many hats and handle many different public relations functions are most likely to succeed in 1991. Their expertise will have to range from public affairs and community relations to employee communications, issues management, marketing and perhaps sales training. Professionals will have to master a balancing act between an organization's needs, its limited budgets and its publics' demands. Improving the bottom line will be paramount to success, as will cost control and working smarter, maybe with fewer people.

To make the job easier, practitioners in every field will turn to computers for databases, research and analysis activities and faster communication with internal and external publics. Desktop publishing will be a blessing to hard-pressed corporate and association staffers, but it could eliminate some outside consulting jobs. Fax machines have become ubiquitous tools.

That was the consensus of 1990 chairmen of 14 special interest sections of the Public Relations Society of America (PRSA) polled by Public Relations Journal for this report. Each was asked the same series of questions about the short-term outlook for public relations for the profession in general and for their specialties. …

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