Abstract
The media have changed forever. Potential audiences are now dispersed among a plethora of media, extremely segmented, and much harder to pin down for extended periods. Information must now be tailored, rather than “one size fits all”. Audiences are interrelated as never before. Information is moving unpredictably and without true source credibility. In this brave new world where the economy is driven by information, the public relations (PR) industry is the navigator, the primary communications opportunity, having bumped advertising from its long‐held position. To win the race, PR now has to earn the trust of end users and deliver on its promise to be the arbiter among multiple stake‐holders, a purveyor of credible information and the facilitator of interactive dialogue.
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