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PREVIEW COMMUNICATION TECHNOLOGY IMPACTS—ESPECIALLY THE INTERNET Implications for Media Relations Implications for Investor Relations Implications for Marketing Communication Implications for Internal Communication Implications for Activists and New Stakeholders A Paradigm Shift Among Practitioners PUBLIC RELATIONS AND GLOBAL MARKETS THE CHANGING INSTITUTION OF PUBLIC RELATIONS Rethinking Internal Communication Changing Organizational Structures and Settings EVOLVING PRACTITIONER ROLES From External Counsel to Internal Communication Consultant From One-Way Communication to Two-Way Communication and Interaction From Marketing Support to Integrated Communication From Program to Process From Media Craftsperson to Communication Planner From Short-Term Items to Long-Term Relationship Development From Firefighters to Crisis Managers From Manipulation to Understanding, Negotiation, and Compromise From a Male- to a Female-Dominated Profession From U.S. Profession to Global Profession SUMMARY |