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The European Communication Monitor offers insights for public relations practice on trust, strategy, digitalisation and hyperconnectivity, leadership, and inclusivity. Digitalisation and data The webinar examined the issue of digitalisation and bigdata, marking a shift toward a more data-driven public relations practice.
In 2000, the company had become part of the DaimlerChrysler alliance, but then Mitsubishi tried unsuccessfully to hide defects in its cars, rather than acting ethically by conducting a mass recall. Fundamentally, public relations is about managing relationships, grounded in an ethical process of self-correction and two-way communication.
Together with our board of directors and staff leadership, I’m guided by our three-year strategic plan. meaning diversity, advocacy, technology and ethics. Regarding diversity, we need to lead by inclusion and improve involvement of diverse populations in PRSA’s membership and leadership.
I will continue the excellent work, which has positioned the profession as a strategic management function through active engagement with the business community showing how ethical communication can enhance economic performance. Rachel I’ll be an ambassador for the strategic leadership role PR plays and create board level advocates for PR.
Bigdata offers insights that enable customization and pose new cyber security and privacy issues. Our Code of Ethics remains the standard for performance, and we have added a collegiate credential. Millennials have surpassed baby boomers as the largest segment in the workforce. The path ahead is bright and exciting.
In fact, using data-driven approaches is relatively new in public relations, especially in terms of the different advancements of tools and technologies in the realm of data analytics. That’s because companies still need tools that will help them work through and with all the data that has been generated.
Future research should focus on examining the role of dynamic capabilities and ethical issues in digital transformation. Technologies such as IoT, AI, bigdata, and cloud computing are primary enablers of digital transformation, enhancing competitiveness, sustainability, and innovation in business practices and models.
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