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The aim of this paper is to describe the opportunity for public relations professionals in the new communications environment

The authors developed a point of view, and conducted secondary research to confirm and supplement it.

The communications environment has changed. The new climate requires organizations to engage in a two‐way dialog with their constituencies. “Push” communication has lost effectiveness. In this environment, people trained in public relations are in a unique position to take the lead in forming communications strategies for their organizations or clients.

This work is based on the authors' personal views of the current communication environment, and is supported by the views of many of the leading players in the public relations world.