The Future of Public Relations According to Dr. John Guiniven

In Guiniven's article, "PR in 2009- dark clouds, but pros see a silver lining," he discusses possible budget cuts, low-risk decisions, and integration of PR with advertising. Guiniven predicts that, because of the recent economic downturn, the Public Relations industry will have to tighten up with money and decision-making but there will still be a pressing need for PR.
This year will likely stifle the creative genious of many new up and comers in the PR world, which is unfortunate because as we enter the world of Public Relations we will be ready to flex our creative powers. However, this article shows that businesses will tend to go with experience and direct, to the bottom line campaigns as they are the safest and most reliable.
Guiniven says that as long as the economy is spiraling downward, it is likely that PR professionals will take pay cuts and their budgets will also be lowered. This budget-lowering will force professionals to get creative in new ways, with less money. Professionals will have to push themselves to be better. So we are really gaining something here, right?
Guiniven's article also points out that PR will be an important force with every type of company this year, as an institution's relations with the public can make or break a company. He says that effective PR will work at gaining the people's trust.
It looks like we will always be needed, but might have to settle for a little less until the economy gets better. With the media as strong as ever, effective PR will always be necessary, which is comforting!