ABSTRACT
Another area where accelerated pluralism creates more opportunities for PR is the media. This is especially valid when viewing the media as business and as the first destination of most PR activity. Michie (1998) has posited PR growth on the prior increase of 'available media channels'. Recent growth in the UK has been unprecedented and it is plausible to talk of the the media-isation of society. It is, moreover, possible to differentiate among types of media growth since the 1960s. There have been increases in media channels (e.g. the arrival of commercial radio), in technologies (e.g. cable and digital), in new forms (multimedia and computer-based) and in titles. PR is a major beneficiary of this mutlifaceted growth because most of its techniques are designed for media acceptance and editorial space has greatly multiplied. Commercial pluralism results in more opportunities for the media-as-business; civic pluralism generates more copy for these more numerous outlets. It is arguable that media owners and PR people1 have been the major beneficiaries of media growth, while benefits for media staff and audiences are more problematic.
