ABSTRACT
Public relations trade publications attempt to educate their readers about the distinct capabilities of the public relations field. PR News (PRN) is an especially appropriate publication for methodology of public relations rhetoric as it was the first weekly newsletter devoted to public relations. PRN spotlighted national efforts to educate citizens to the constructive role that business played in American society. The 2000 PRN reported that the public relations occupation was distinctly qualified to address the demands of this exuberant high-tech marketplace. The profession, was particularly qualified to help new e-commerce organizations establish and highlight their brands to stakeholders. PRN asserted that face-to-face indoctrination at the community level was vital for organizations of all sizes; organizations were learning that personal presentations on local issues were essential for demonstrating community leadership. The public relations person was best suited for facilitating this approach as these professionals have the skill sets to both identify and evaluate the best audiences and also craft remarks.
