Predictions from a decade ago - revisited.
Communication World › Vol. 11 Nbr. 1, January 1994
Linked as:
Summary
Includes related article - 2010 - Where will Communication be? - Cover Story
A review of predictions made by public relations (PR) experts in 1984 reveals some interesting insights into the value of forecasting future trends. For one, a good number of the predictions turned out to be surprisingly accurate. Among the prescient forecasts made in 1984 were that PR staffs would become leaner, that cost control would become a central issue in corporate communications, and that specialization would become more common. Some predictions, however, were way off the mark. For example, the idea that PR firms and advertising agencies would inevitably merge and consolidate has not proven to be as feasible as it once seemed. One striking aspect of the 1984 predictions is that they failed to anticipate the two most important trends of the 1990s. Not one expert in the 1984 panel predicted the globalization of communications work or the significance of diversity issues, a failure that illustrates the limitations of extending existing realities into the future.See the full content of this document
Extract
Predictions from a decade ago - revisited.
They said we'd be more professional, more specialized, more female, and lots leaner, staff-wise. All in all, not a bad forecast, as far as it went. What they missed, however, was what really opened up our future.
On the following pages, we ask some thoughtful representatives of the communication field to speculate about the nature of the profession some 16 years down the road ... in the year 2010. It's a pretty harmless limb to crawl out on, most would think, since who remembers what anyone predicts if it fails to materialize 16 years...See the full content of this document
Sponsored links
