Introduction This paper will illustrate some of the current trends in the global community as it relates to Public Relations. Additionally, this paper will discuss the publicity and advertising in terms of their impact on publics. Other topics that will be discussed will define why proactive Public Relations need to be planned prior to an event happening. In the event pre-planning does not take place, a plan of action in the form of being reactive …showed first 75 words of 1897 total…

…showed last 75 words of 1897 total…to offer these to the news media, along with answers to their questions of fact. When a client is under attack, it is a public relations responsibility to organize the client's response, usually involving several complicated issues to be both lucid and persuasive. References Malan, J.P. and L'Estrange, J.A. 1981 Public Relations Practice in South Africa (Fourth Edition) Juta and Company Ltd. Lesly, P. 1982 "The Changing Evolution of Public Relations" Public Relations Quarterly Vol.27