Title: Imagining uncertainty: creative tales of corporate and global futures

Authors: Tom Cockburn, David McKie

Addresses: AR Consulting and University of Waikato, New Zealand. ' University of Waikato, New Zealand

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.

DOI: 10.1504/GBER.2004.006222

Global Business and Economics Review, 2004 Vol.6 No.1, pp.92 - 106

Published online: 07 Feb 2005 *

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