(Kintired, 2009)

From carrier pigeons to smart phones and laptops, the evolution of Corporate Communication has been dramatic. But have organisations kept up with their publics?

Is Public Relations in the 21st Century really the magical glue holding public opinion and company image together?

The term ‘Public Relations’ was first coined by Ivy Lee, a well known American reporter, famous for rescuing the ‘Rockefeller’ name and image after the devastating ‘Ludlow Massacre’ of 1914.

Noted by historians as the founder of the modern form of ‘Public Relations’ Lee is known for his work with organisations born of the industrial revolution.  Lee introduced new ways of developing internal and external organisational relations, with the first forms of newsletters, stockholder reports, and media releases.

Picture and caption courtesy of slideshare.net (Toddand, 2007)

In the 21st Century the need for public support on a global stage is crucial for success, as is the management of controversy.  In January, 2016 West Indies Cricketer, Chris Gayle was the subject of a fierce social media backlash over sexist comments made to a female television commentator.

Gayle quickly discovered how one comment can stir the hidden online hordes, and like the hue and cry of a witch hunt from the dark ages proved that the social platform can just as effectively crucify as support. (Bunngard, Morton, 2016)

The Public Relations professional of the 21st Century has adapted remarkably well to the age of social media and this is driving growth in the industry.  In Australia the  Government agency ‘Job Outlook’ estimates  an 18% employment growth to 2019.

Table 1: employment comparative forecast (Australian Govt, 2016)

The challenge to the ‘Public Relations’ industry will be its ability to  keep pace with the evolution of technology and the ever changing global face of human communications.

Reference List

Australian Government. (2016). Public Relations Professionals (ANZSCO: 2253). Retrieved from Job Outook: http://www.joboutlook.gov.au/jouploads/2253.pdf

Elliott, S. (2012, March 1st ). Public Relations Defined, After an Energetic Public Discussion. Retrieved from New York Times: http://www.nytimes.com/2012/03/02/business/media/public-relations-a-topic-that-is-tricky-to-define.html

Kintired, (2009, December 11) The Carrier Pigeon goes High Tech, Retrieved  from Flickr : (http://www.flickr.com/photos/8879785@N07/4177057386

Toddand. (2007, September 29). Social Media Relations. Retrieved from Linkedin Slideshare : http://www.slideshare.net/toddand/social-media-relations/10-ulliOn_the_morning_of_October

Wilcox, D. C. (2013). THINK Public Relations. . Upper Saddles River, New Jersey, USA: Pearson Education Inc.