Imagining uncertainty: creative tales of corporate and global futures

Tom Cockburn and David McKie

Global Business and Economics Review, 2004, vol. 6, issue 1, 92-106

Abstract: This article contends that public relations needs to be repositioned to stay in touch with other relevant fields such as leadership. In the current climate of uncertainty, a sustainable position involves taking a creative approach to wide-ranging economic and social changes. It calls for imaginative vision as well as a redefinition of future directions within the profession, and within universities as educators of tomorrow's professionals. In order to enable these shifts, the article advocates scenarios as strategic tools for recalibrating the creative capacities of public relations to bring it into line with the responsiveness and quality demanded by contemporary business.

Keywords: public relations; uncertainty; PR futures; creativity; internet; world wide web; change management. (search for similar items in EconPapers)
Date: 2004
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