May 2001 – I have observed public relations practice around the world as a scholarly researcher for over 35 years. In general, I believe five trends are occurring. First, public relations is becoming a profession with a scholarly body of knowledge. Second, public relations is becoming a management function rather than only a technical communication function. Third, public relations practitioners are becoming strategic counselors who are less preoccupied with publicity in the mass media than their predecessors. Fourth, public relations has moved from a profession practiced only by white males to a profession with a female majority and with practitioners of many racial and ethnic backgrounds. Finally, I believe that almost all public relations practice today is global rather than confined to the borders of only one company.
The Role of Public Relations in Management And Its Contribution to Organizational and Societal Effectiveness