Imagining uncertainty: creative tales of corporate and global futures
by Tom Cockburn, David McKie
Global Business and Economics Review (GBER), Vol. 6, No. 1, 2004

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.

Online publication date: Mon, 07-Feb-2005

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the Global Business and Economics Review (GBER):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com