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Introduction This paper will illustrate some of the current trends in the global community as it relates to Public Relations Additionally this paper will discuss the publicity and advertising in terms of their impact on publics Other topics that will be discussed will define why proactive Public Relations need to be planned prior to an event happening In the event pre-planning does not take place a plan of action in the form of being reactive crisis management must be implemented Finally this paper will discuss both the positive and negative impact of PR in the authors daily life using two examples Current trends Corporate Social Responsibility Companies are at long list starting to recognize that doing good is good business some of the following trends will be imperative if companies want to be successful Internal communications The Internet has now become the fastest growing IC tool and over the next few years companies will have to change the mindset of their people to use it Healthcare transparency Healthcare PR practitioners are facing new challenges as pharmaceutical companies are being forced to open up their work on clinical trials Glaxo Smith Kline is the first to announce the launch of a public register of their clinical trials and their competitors are bound to follow What these registers reveal will be manna from heaven for the media and lobby groups Blogging This internet capability provides PR people with their own means to publish information views and comments and it will become a serious communications tool Companies such as Nike are already turning to specialist blogging agencies rather than their traditional PR agencies to launch Internet campaigns Impact of publicity and advertising within the PR community What Is Public Relations Public relations is the management function that identifies establishes
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