Emerging technologies and the trend of globalization are changing the paradigm, process and practice of public relations. The explosion of the Internet, the development of rich media and the expansion of global companies have created new opportunities and challenges for practitioners of public relations.

As rich media technologies such as the Internet continue to evolve with interactive capabilities, the internal and external communication patterns of companies and organizations must continue to adapt to the changes in the business environment. Known as a rich media because of its multiple capabilities as a communication tool, the Internet changed the nature of practicing public relations. Management and employees using the Web as a communication tool are able to maintain interactive communication channels that can lead to positive outcomes for employee productivity. Externally, there has been a change in the traditional news cycle from a daily update to an automatic update – the Internet's capability as a 24-hour a day news outlet challenges media relations and investor relations practitioners to plan and prepare for a variety of crisis scenarios.

Consolidation and the quest for new markets have fostered the development of global companies with multiple international markets. As globalization occurs, there is an immediate need for practitioners skilled in coordinating and integrating synchronous communication efforts across the globe. For global companies, these public relations efforts must permeate the organization within both domestic and international markets.

These technological and industrial developments have changed the institution of public relations. Organizations recognize the value of strategic communication planning and the role public relations plays in the social, political and economic environments. One of the most intriguing issues that is emerging within the field of public relations is knowledge management where practitioners insure that the right information is delivered to the right audience at the right time.

The combination of technology and globalization as well as the emerging trends of knowledge management and strategic planning within organizations requires practitioners and students of public relations to prepare for these changes. Organizations want practitioners to act as strategic planners who are able to communicate efficiently and effectively using integrated communication techniques.