Public Relations and the Future: Ours for the Taking

"The best way to predict the future is to create it."'

— Peter F. Drucker (1909-2005) American writer and management consultant.

Perhaps no truer words have been spoken than Mr. Drucker's own. Peter Drucker made a significant impact on American business and his statement presents an interesting challenge to anyone who has a goal and the ambition to bring your goals into fruition. His challenge is to grab life by the reigns and take control. College has already presented numerous hurdles in my pursuit for academic excellence, and I know that entering the public relations workforce will share similarities, and then some.

Who...you mean us?

Regardless, it the task charged to each of us at the University of Oklahoma's Gaylord College of Journalism, as well as those already practicing PR, to stay on top of our profession. This includes, but is not limited to, providing the highest grade of work for those we represent, maintaining mutually beneficial relationships with the public, and all the while keeping with the latest trends. Ideally, trends represent what is popular and what is successful, and those we represent should expect no less from our work. Before his death in 2005, Peter Drucker, 95, helped define one of the leading creators and utilizers of current PR trends, the nonprofit company.

No money, no problems.

Drucker believed that nonprofit organizations were the leading innovation of the 20th century. A benefit of enrolling in Dr. Meta Castarphsen's public relations capstone course at OU, is getting the opportunity to work directly with a nonprofit organization over the course of six months and learning how to be creative and effective, WITHOUT ANY MONEY! Perhaps no money is a slight embellishment, however, sadly it is not far from the truth. At any rate, this challenge only inspires the aspiring public relations practitioner more, as we are taught the there are no problems only opportunities. Pressure and forced creativity have helped produce some of my best work, meanwhile I have learned from trends in PR to aid in my success.

Social Media: 2010's Biggest Misunderstanding.

Whether we are given two sticks and asked to make fire, handed lemons and asked to make lemonade, or provided with a minimal budget and told to prepare a fully functional PR campaign, it is the PR practitioners job to stay fresh and innovative with the use of our tactics. One of the greatest allies for the fiscally challenged public relations professional has been the advent of social media and the booming success it has had since its rise to the top. Other trends in PR, as set out by pr2020.com, include the use of guerilla, incoming, and content marketing, however, the most relevant, and popular trend seems to be the use of social media to reach target publics.

The biggest pitfall of using social media outlets, such as Facebook and Twitter, is the assumption that because young professionals have been using these Web sites for for five years or so, then they naturally can use these effectively. NOT TRUE! I consider myself an avid user of Facebook, however, this in no way makes me qualified nor adequately experienced enough to represent my organization on the internet. There are many mistakes that can be made without proper care, mistakes that could cost you your or worse, the credibility of the company being represented.

Now, now. I can hear all of you Web junkies out there cyber-berating me. But hear me now, while social media can be an extremely cheap and effective tool for every PR professional, it can also be the dagger to the heart if not practiced with thorough discretion.