رسانه و چشم انداز آینده روابط عمومی؛ ظهور روابط عمومی نسل سوم

The purpose of this article is to investigate the future status of public relations, the characteristics and applications of future public relations with a focus on Toffler’s attitude. The present paper seeks to answer the fundamental question of how the emergence of modern communication technologies, globalization, and fundamental transformations in the future will affect public relations. The present research hypothesizes that public relations will undergo fundamental changes in the future due to the increase in the application of social media and new communication technologies. The research is conducted with a descriptive-analytic method based on the process of future studies. Future studies review philosophical thinking, scientific methods, and various models and proposes the study of the future and draw up alternative and probable futures. Therefore, future study is a tool for intelligent architecting and engineering of the future. This article tries to address the changes that public relations have experienced so far and it attempts to discover possible future changes and draws up the desired future. Findings of the research indicate that 112 years of public relations life is characterized by diverse and intermittent development, changing models, transforming strategies, evolving roles and techniques, and promoting approaches, which continuously open up new horizons for this profession. Among these, one can say that the most important tactical changes in public relations, is the application of new technologies and media that expanded the field of operation of public reactions. Hence, while studying the most important changes in future public relations with regards to its current status, the characteristics of future public relations, required skills in public relations 3 and its differences with public relations 1 and 2 are reviewed.

Keywords:

روابط عمومی آینده , جهانی شدن , فضای مجازی , حوزه عمومی , فناوری‌های نوین ارتباطی