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...... It comes as no surprise that PR has evolved significantly since the early 1900s. The convergence of consumers, journalists, and PR practitioners is transforming the way that people work, live, and spend their money. No longer do customers take facts at face value. (Keating, 2008). PR specialists need to target their messages to specific audiences and journalists must continually ask validate company claims. This approach is very different than just a decade ago when a standalone product review or company profile in a magazine could alter public views
Public is most often considered the general population of consumers, but especially with new communication vehicles, the business-to-business public has grown considerably in the past couple of decades. Public relations, along with business in general, has also become strategic in nature. A successful organization needs to develop an overall business strategy, mission, vision and goals. Marketing and public relations now fit into this strategy, whereas in the past PR was not considered an integral part of the company. According to Botan (1997, p. 188), Strategic communication is an emerging term often applied to planned communication campaigns. Although models vary, strategic communication for both business and nonbusiness purposes almost invariably uses research

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