The next major specialty for public relations is apt to be health relations. This may or may not include the present health promotion and education work of health educators as we now understand it. With an ageing population, limited national resources and, perhaps less than efficient administrators, health service management will need the function of professional public relations as much as industry and government now do.
A study of books published in America about public relations will prove very useful to you as you consider the direction your career in public relations might take in the longer term.
Community relations
In our large and varied society, communication needs frequently arise in local authorities, social services, voluntary organizations, and others concerned in public life when professional advertising and public relations are needed. The reason that such diverse interests need public relations is obvious when you consider how much information many of them have to get across to ordinary people. In many cases, it is important that such people are persuaded to a particular point of view which is to their benefit or that of the community as a whole. Local authority public relations take place at the 'grass roots' of our society where local issues, local life styles and local politics take place.
Public affairs and political public relations
That public relations can have power in the arena of public affairs is endorsed when you read the codes of conduct for public relations people by their professional organizations, such as the IPR.
In America, public affairs are the name given to public relations dealing with the public life of the nation. 'Lobbying' is a familiar term also applied to such work. In America this is an open attempt to put across a particular view to Members of Congress. Here, Members of Parliament are 'lobbied' but far more subtly. Many believe that paid special pleading with MPs is wrong in that some may be able to afford it and others not, so that those with money have an unfair advantage in putting across their points of view. Things are changing and work in public affairs will probably become as accepted and widely used in Britain as it is in the United States. Those who rise to the top in public affairs work can expect social recognition as well as good financial rewards.
Industrial public relations
As a public relations executive you may be involved in work during industrial disputes, the moving or opening of a client factory, large scale redundancies, or other employment changes to your client's company. Close liaison with the industrial relations officer and the personnel director are key factors in your work being successful. Your job will probably be to handle the media and advice and counsel your client on image and corporate behavior during any industrial crisis.
Day to day work otherwise may consist of doing ordinary press and public relations work for your client as part of an industry, for example, as a manufacturer of components to the automobile industry.
