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This paper is about public relations. It answers these questions: What are the key global PR trends?
What are the differences in publicity and advertising in terms of their impact on publics? When do companies need proactive PR planning? When do they utilize reactive crisis management? What is the impact of positive and negative PR in daily life --- with examples.

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Harris Diamond is Chief Executive Officer of the public relations firmWeber Shandwick Worldwide According to Diamond there are a number of keyglobal public relations trends including these Public relations is growing in importance worldwide More companies are coordinating their advertising public relations and other marketing services every day Word of mouth is still the most important form of human communication Influencing what people say and feel how they receive and process messages how they communicate and pass on information to others and

More companies are coordinating their advertising, public relations and other marketing services every day . Patterson addsthat organizations should make sure a spokesperson is always available andthat they manage the crisis head on rather than hiding from it. This message has been delivered so effectivelythat many Americans still use tobacco products, and tobacco companiesremain profitable despite the negative publicity and the lawsuits (Parloff,2 4). . However, public relations can take otherforms, and do more than announce good news. Marshall and Associates, one difference betweenpublicity and advertising is that it is easier for people to believe whatothers say about a company - the essence of public relations, than it isfor people to believe what companies say about themselves and theirproducts - the subject matter of conventional advertising campaigns. Proactivepublic relations programs handle anticipated and controllable situations.As a proactive marketing tool, PR program focuses on establishing orenhancing image identification and market position and reinforcing itsadvertising messages. Effective Public Relations. Reactive communications can preservetrust and avoid potential long-term damage to an organization's reputation(Cutlip et al, 1985). Will Merck Survive Vioxx? Advertising Age, 75(5 ): 6.Marshall, P. A Crisis Media Relations Primer. Fortune 15 (8).Worth, M. According to Bill Patterson writing in PublicRelations Tactics (2 4), companies should have an in-depth crisiscommunications plan that includes dealing with the media. Washington Free Press. The authors note that thestock value as measured by its market capitalization dropped $27 billion onthe day of the announcement, and they add that Merck has taken adevastating public relations hit. According to Diamond, there are a number of keyglobal public relations trends, including these: . ReferencesCutlip, S., Center, A., Broom, G. Reactive public relationshelps companies to do damage control. Thus,an organization can leverage the power of its existing customers and themedia to increase the impact of your marketing message and advertisingcampaign by making them more credible. (2 4). Global public relations programs should continue to emphasize local roots and local economic contributions. Brands that adopt and respect local cultures through both their actions and their communications will fare best. (1993). The product recall has raised seriousethical questions about whether Merck inappropriately downplayed Vioxxsafety issues over the past several years (Simons et al, 2 4). Public relations is growing in importance worldwide . Word of mouth is still the most important form of human communication. John Simons, David Stipp, Bethany McLean, Joseph Nocera, and OliverRyan writing for Fortune (2 4) comment on Merck's announcement onSeptember 3 , 2 4, that it was recalling Vioxx, its $2.5-billion a yeararthritis medicine, because the drug has been shown to double the risk ofheart attacks and strokes in long-term users. . According to Scott Cutlip, Allen Center and Glen Broom in EffectivePublic Relations, when one thinks about public relations, one may thinkonly about the press release. 1, 2 5, from UQAM: Chaire de Relations Publiques, Web site: http://216.239.57.1 4 /search?q=cache:rM 92qj7YJ:www.crp.uqam.ca/documents/in/ries/Harris_Dia mond.DOC+global+public+relations+trends&hl=en.MacArthur, K. Mark Worth writing in The Free Press (1993) explains in an that Boeinghas record as a major polluter in the Pacific Northwest, but the publicface of Boeing is that of a company anxious to comply with governmentregulations, willing to talk to outsiders about its environmental programs,and striving to establish itself as a good corporate citizen concernedabout the environment. (1985). The Other Boeing. Global public relations should emphasize corporate responsibility. (2 4). Public relations is increasingly deconstructing mass markets and creating intimate marketing programs directed to market niches . com/marketing/ 9.htm.Parloff, R. For example, public relationscan be an effective marketing strategy when it is used to increase acompany's credibility and demand for the company's products and services.In this context, it is an important element in a marketing plan. Super Sized PR. In a crisis, there is enough confusion without trying to rememberwho said what to whom (Patterson, 2 4, 13). (2 3). (2 4). Fortune, 15 (11).Patterson, B. Tobacco's Month of Living Dangerously. The industry has been sued by government agencies andprivate citizens, but through its public relations campaigns it stillmanages to present the message that individuals choose to start smoking,and that their failure to quit smoking is the cause of any health problemsassociated with smoking. Message integration and strategic communications planning are corporate imperatives that must be addressed. Public Relations Tactics, 11(12): 13.Simons, J., Stipp, D., McLean, B., Nocera, J., Ryan, O. 1, 2 5, from Publicity and Lead Generation Systems for Technical Sales Web site: http://www.perrymarshall. Kate MacArthur writing in Advertising Age (2 4) explains thatMcDonald's Corporation's sales have soared despite the flurry of negativepublicity surrounding government probes on obesity, the low-carbohydratediet craze and the theatrical release of "Super Size Me." According toMacArthur, the positive outcome can be credited to McDonald's publicrelations department and the way it helped to manage those events.McDonald's responded publicly that it was in the process of making menuchanges and had already announced its Healthy Lifestyles initiative inApril of 2 4 (MacArthur, 2 4, 6). Englewood Cliffs, NJ: Prentice-Hall Inc.Diamond, H. An advertising program is effectiveto the extent that it is memorable, targeted to the proper audience, givespotential customers a reason to buy by providing specific information aboutthe need it will meet, and repeated frequently enough to be remembered.Advertising is where companies contact existing and potential customers.Publicity reinforces the advertising campaign. (2 4). Public relations agencies are moving toward developing Internet-related program components for virtually every client. He addsthese notes of caution: Never lie, and never go off-the-record with themedia. It is vital that companies are seen in the current environment as productive, cooperative partners, contributing to local social- economic conditions. According to Roger Parloff writing for Fortune (2 4), the tobaccoindustry makes an addictive product that causes more than 4 , prematuredeaths a year. According to Perry S. In combination, publicityand advertising are part of a marketing program that helps to maintain, andideally to increase market share and profits (Marshall, 2 2). Retrieved Jan. Retrieved Jan 2, 2 5, from http://www.washingtonfreepress.org/ 1/Boeing1.html Publicity. This is equally true for large or small clients and local, regional and multinational assignments. The difference,according to Worth, is a well managed public relations campaign aimed atresidents of the Pacific Northwest which depicts Boeing as one of a fewcorporations truly concerned about the environment (Worth, 1993). Harris Diamond is Chief Executive Officer of the public relations firmWeber Shandwick Worldwide. (2 2). . The power of the Internet grows daily. In reality, Boeing is no better than any otherheavy industrial manufacturer and may in fact be worse than manufacturingcompanies of similar size because of the large amounts of air and waterpollutants created in the aircraft manufacturing process. Advertising vs. Public Relations Trends: A Global Perspective. Cutlip, Center and Broom suggest that reactive public relations is acrisis management tool used to counter negative publicity and tocommunicate information about unexpected changes. Retrieved Jan. 6th ed. Influencing what people say and feel, how they receive and process messages, how they communicate and pass on information to others, and, ultimately, how they make purchase decisions in the marketplace are the basic building blocks of public relations . Public affairs programs cannot stand apart from brand marketing (Diamond, 2 3).

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