In summary, the public relations profession is fast growing and fast changing in response to the Internet, the globalization of the economy, and the shrinking reputation of business. While still seen as a publicity and media relations function, public relations is becoming both more strategic in nature and also more broad based in its communication services. Beyond that, the future of public relations work seems to hinge on planning communication programs that serve an organization's business goals or overall strategic plan.

To learn more about emerging trends in public relations watch the interviews with Jeffrey Hardison, Clip #1; John Graham, Clip #6; Dawn Gilpin, Clip #12; and Cheryl Procter-Rogers, Clip #14, on the book's CD-ROM.