دانلود رایگان مقاله هوش آینده: استفاده از گاردنر برای روابط عمومی

abstract

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.

5. Conclusion

We do not know what we do not know, but at least imagining what we do not know is a start. If we are to imagine possible futures we need to take stock of what we do know, but then to be careful not to lock ourselves into the present. Scenarios planning offers a structured method for imagining, not predicting, a range of futures that are based on, for example, socially, politically, or environmentally based variables whose direction we cannot predict, but whose direction, if we could imagine, we just might be able to prepare for or even to shape. While not the specific focus of this paper, the type of questioning required for scenario planning also lends itself to design thinking, mentioned earlier, and its process of creative generation of alternative solutions to problems that begins with taking people into account. For this, futures intelligence provides valuable insight.