Futures intelligence: Applying Gardner to public relations
| Autor: | Juliet Roper |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
Organizational Behavior and Human Resource Management business.industry Communication Field (Bourdieu) 05 social sciences Intelligence cycle (target-centric approach) 050801 communication & media studies Plan (drawing) Public relations 0508 media and communications 0502 economics and business Sustainability Relevance (law) Scenario planning Sociology Dimension (data warehouse) business Futures contract 050203 business & management |
| Zdroj: | Public Relations Review. 42:258-263 |
| ISSN: | 0363-8111 |
| DOI: | 10.1016/j.pubrev.2015.04.005 |
| Popis: | This paper explores the relevance of Howard Gardner’s concept of “Five minds for the future” to the field of public relations, both for practitioners and educators. It extends Gardner’s concept by adding a futures dimension to generate what I term “futures intelligence” that I argue is now necessary for the sustainability of the public relations field itself as well as of its clients. Futures intelligence is forward thinking, strategic, positive and empathetic. With its emphasis on future possibilities, futures intelligence not only provides practical ability to use the tools by which practitioners can plan and adapt for the long term but does this by taking into account societies’ collective needs rather than those of self-serving individuals. The paper illustrates a process of building futures intelligence with a description of innovative teaching to post graduate public relations students at a university in New Zealand. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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