PR in the 21st Century: Challenges & Directions

Written by Tijana Kopilovic
Edited by Ivona Vukovic

Truth, credibility and honesty are some of the first things that come to our mind in order to believe a PR person. The difficult part is to convince people that it is not all about PR. When you are telling them a story, the challenge would be for you is that they do not assume that you are just a flag or a brand but also to see beyond that and trust you. The question then and the challenge is to establish an honest relation which is characterized by trust and goodwill.

PR is perceived by some as “spinner”; spinning the truth which might be interpreted as not telling the truth.  It is however rather crucial to overcome that prejudice by establishing a clear and mutually beneficial relation with your audiences. Ten or twenty years back that was much easier for practitioners; they were not perceived or even labeled as a “spinners”. Nowadays, they need to think how to enter the stage; and how they are going to “spin” it if they need to engage themselves in such an act.  And to do that, they  need to be critical to themselves before they enter the stage realizing that their profession is very challenging.