Public Relations and Globalization Term Paper by Nicky

Public Relations and Globalization
A discussion of the changing role of public relations.
# 145138 | 1,454 words | 9 sources | APA | 2010 | US
Published on Oct 26, 2010 in Communication (Mass Media) , Communication (Public Relations)

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In this paper, the role of the company public relations department is examined in reference to globalization and the various publics that must be served. The paper consists of an overview of some of the main principles of the public relations field, public relations theory and its practical application. Additionally, the paper shows how with the increased importance on the information society and "information as a product," PR is playing an ever-larger role within organizations. The paper also explores internal issues of a PR department, such as which vehicles of communication they select and use. The paper concludes with interviews of the principles and PR specialist of VSAG, a food service consulting firm.

From the Paper:

"Another newer aspects of public relations is what is called the "demassification" of messages. This particularly consists of customizing or tailoring information for increasingly smaller and more "niche" audiences, which is made easier by several new information technologies including computer-driven on-line information systems. Individuals are now able to select an exact aspect of information or mix of information and eliminate inefficient over-coverage. Increasingly, for example, in the Internet, there are more Web sites and blogs that pertain to a specific audience rather than an overall general one. Due to their ability to be interactive and meet the needs of small groups of individuals, demassification technologies can facilitate dialogue."

Sample of Sources Used:

  • Beniger, J. R. (1986). The control revolution: Technological and economic origins of the information society. Cambridge, MA: Harvard University Press.
  • Botan, C. (1997) Ethics in Strategic Communication Campaigns: The Case for a New Approach to Public Relations. The Journal of Business Communication 32(2): 188
  • Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2008-09 Edition, Public Relations Specialists, on the Internet at (visited December 08, 2008).
  • Dordick, H. S. (1987). The emerging information societies. In J. R. Schement & L. A. Lievrouw (Eds.), Competing visions, complex realities: Social aspects of the information society (pp. 13-22). Norwood, NJ: Ablex.
  • Hutton, J. G. (1999) The definition, dimensions, and domain of public relations Public Relations Review. 25(2): 199-214.

Cite this Term Paper:

APA Format

Public Relations and Globalization (2010, October 26) Retrieved July 11, 2020, from

MLA Format

"Public Relations and Globalization" 26 October 2010. Web. 11 July. 2020. <>