¶ … global PR trends? The introduction of the Internet has changed the face of global commerce and thus the role of public relations. Only through the use of the unfiltered medium of the Internet could Martha Stewart issue a Christmas letter on her own personal website, to her many, presumably adoring world fans, about her positive yet trying experiences behind bars. The online medium allows an individual to have unfiltered contact with the public, when disseminating slanted information to the public. The information no longer needs to be passed through any screened form or censorship, as might occur when transmitted through the use of commercial television or radio.

Also, the Internet is more focused in the sense that the speaker does not have to quickly cut back to a sponsor -- public relations on the Internet can be more extensive, yet also more covert, and it can even be disguised as a news article, that is really a press release. The Internet also allows for more segmented distribution of public relations press. True, fliers and promotions in PR's past were often directed towards a particular community or region. But the Internet allows the wide dissemination of a press release to, for example, millions middle aged runners all over the United States and North America, who wish to hear about the release of a newly created race for charity or the defense of a popular track athlete avowing his or her lack of steroid use, all by having a press release...

It tells the consumer why the product is good, why the product is better than the product's competition, and usually why the price is better or at least justified. A press release for publicity purposes, in contrast, is more generally informative and less directive in its appeal. Also, PR often attempts to create positive 'buzz' for a public figure or a trend rather than to immediately motivate behavior. The use of appropriate PR attempts to create a sense that 'people are talking' about this person, issue, or entertainment venue.
When do you need proactive PR planning? And when do you utilize reactive crisis management?

Proactive PR planning often takes place before the opening of a new store or venue, or before a new feature opens at the multiplex -- witness how, when a new film opens, the actors involved will do the 'talk show circuit' in an attempt to create interest in the film. Often, the actors will not say 'see this film.' Rather they hope to generate positive public relations by talking about their experiences with the film in a positive fashion.

It would be remiss to talk about reactive crisis management without a contemporary reference to Martha Stewart's current crisis. Stewart's…