ABSTRACT
Today, public relations has become increasingly important because of the loss of a sense of physical community, which arises from new means of communication. Technology is driving this change, not just for the good in terms of globalization and connecting different communities, but also through undermining existing communities that are based on more traditional social mores by the sharing of more liberal, different ideas. Public relations is no
longer about persuading individuals or being aligned with a corporation’s goals, but about supporting communities. To undertake this evolving role, public relations professionals must not only have cultural, historical, and ideological knowledge about their own societies to perform their role, but must also possess broad experience of other societies, that is, they must have an understanding of global breadth and historical depth.
