As we are 24/7 reachable by phone, order millions of things on the internet and share selfies via social media like there is no tomorrow, it probably surprises nobody that these are modern times. Even when I state that these are postmodern times, few will be surprised. What might raise some more eyebrows, is the fact that we are already living in a hypermodern society.
Hypermodern society
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Another pillar is (of course) hypermodernity itself. The trust in science is rising, despite the sometimes talked about ‘War on Science’ (which might have consequences as well). Although it's true that the public criticizes scientists, organizations and the government easier. Hypermodernity also means that change and flexibility are the new stability.
This one you might’ve noticed already, but hyper narcissism is a pillar of hypermodern society as well. The individualism celebrated in a modern society has been pushed to the extreme in a hypermodern society. Members of society are always expected to perform at their maximum. Lucky for us, we also have an abundance of social media channels to share all our achievements with our fellow hyper narcissistic members of society.
PR in hypermodern days
‘But what does this have to do with my profession’, you might think by now. And rightfully so, as you are reading a public relations blog. In this new society, organizations are expected to take their (social) responsibilities. At the same time, the public has become more critical of what organizations are doing. Organizations walk a fine line between being ethically correct and being profitable. This calls for PR professionals adjusting to this as well.Research found that less than 50 percent of communication professionals are working in an organization that is making the shift from postmodern to hypermodern. This is shockingly little, especially if you know that communication departments in hypermodern organizations are superior to those in modern organizations.
That is why the following five tips to change your (PR) organization from modern to hypermodern are so important. No worries, the tips are all based on characteristics found in the study.
1. Leave your rational structure for a structure with room for creativity
While an organization with a clear set of goals and defined roles for every member has its benefits, this is not enough in the fast-pacing environment of a hypermodern society. Now it’s necessary to be creative and able to do things differently if the situation asks for it. So, break down the rational structure and leave room for the unexpected.2. Let jobs change continuously
Relating to the first tip, it is important to let your clear labor division go. This doesn’t mean that employees should be left wondering what they are supposed to do. This means that employees are trusted to do what is in their power, instead of sticking strictly to their role description.3. Be able to make rapid adjustments in your workforce
Another capability hypermodernity asks for, is that you can make quick adjustments to your workforce. A stable workforce might’ve been enough in a modern society. Nowadays you need to be able to scale your workforce up or down easily. This all relates to flexibility that is so celebrated right now. Future clients will expect you to adjust to situations easily, even if it requires the hire of temporary employees.4. Decentralize your IT department
By decentralizing your IT department you’ll gain a lot of flexibility. By giving each department its own IT sub department, their IT will be focused on their particular wants and needs. Making your IT network more flexible for change as well, as one adjustment doesn’t impact the entire organization.5. Focus on responsibility ethics
This means positively contributing to society, instead of just doing your duties as organization. With public being critical, this is more or less expected of you. This can include corporate activism. Do this the right way and it will earn you some good PR along the way.While following these tips alone obviously isn't enough, they sure are a good start to get your organization in the happy few shifting to hypermodernity!
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| Source: Unsplash.com |
Read More: Verhoeven,
P., Zerfass, A., Verčič, D., Tench, R., & Moreno, A. (2018). Public
relations and the rise of hypermodern values: Exploring the profession in
Europe. Public Relations Review, 44(4), 471-480.
About the author: Jasper Schrage currently is a master student in Corporate Communication at the University of Amsterdam. During his Communication Science bachelor at the same university he did an internship at a PR firm where he developed his interests in this direction. Another interest of his is crisis communication.
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