Organisational communication, changes and the future

Coming to the end of my readings on organisational communication, I reflect on how the approaches and processes will affect my professional life. In the final chapters of the text, Miller explores technological innovation and the changing nature of organisations and communication. As a young PR professional, these things will change my job prospects and roles, the way organisations function and the global marketplace.

I’ve encountered globalisation and convergence a few times throughout my studies. Jones and Holmes speak of economic and cultural globalisation, suggesting that it changes the way we operate and communicate (2011). Miller expands on this, considering how perceptions of organisations and brands have changed in a business environment that spans the globe and never sleeps (2012). Both texts also discuss convergence, whether in regards to technology or organisational approaches to adapting to a globalised world. Both of these factors are changing organisations drastically – expanding the operations, scope and image. PR as a profession must expand accordingly, becoming more culturally aware and flexible.

Technology, globalisation and convergence have created a 24 hour economy, through allowing work from another time zone to arrive in our pocket at any time of day. This environment has facilitated what Miller terms ‘the disposable worker’ (2012). We have moved away from lifetime careers with one organisation, and towards a norm where employees switch between employers and work on flexible schedules. My studies in HR have supported this, with authors such as Stone discussing the dramatic increase of flexible times, places and means of working (2013).

Through this I can see that my career options will most likely be broader and more diverse than in previous years. However, the pace of this change is exponential, so we will be required to adapt and grow at an unprecedented rate.

Chia and Synnott provide six categories for the work of the PR professional:
Internal communications
External communication, networking and relationship building
Issues/crisis management and reputation management
Public affairs
Investor relations and financial PR

This blog gives some insight into how the need for each of these roles ebbs and flows in change. I found the infographic particularly interesting, especially the steep increase shown of PR practitioners as ‘information providers’.
It seems that Bussey is not the only blogger who thinks so.

Through my reading a trend has emerged – the leaders in this field do not restrict themselves to a text book definition of PR. They have gone from spanning boundaries to deconstructing them. PR as a field of work and research is being redefined.

I think that over the next five years, PR will increasingly be a force of transformational leadership in organisations. PR teams that can adapt to change will provide invaluable guidance and growth for individuals, organisations, brands and corporations that are fighting for attention in a saturated and cynical market. Consequently, I am excited about future career options and the challenges that myself and my colleagues will solve.

Chia, J & Synnott, G 2012, An Introduction to Public Relations and Communication Management, 2nd Ed, Oxford, Melbourne, Victoria

Jones, P & Holmes, D 2011 Key Concepts in Media and Communications, Sage Publications, London

Miller, K 2012, Organisational Communication, Approaches and Processes, 6th Ed, Wadsworth, Boston

Stone, RJ 2013, Managing human resources, 4th Ed, Wiley, Milton, Queensland


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