In a recent study conducted by Vital Speeches of the Day, Public Relations are ranked among the top five fastest growing professions in the United States. In the article The Golden age of Public Relations; why demand for PR is about to Explode, Thomas Reid presents an obstacle that "Finding clients prepared to expand their PR budgets will not be a problem. The problem will be finding professionals to service those clients." (Reid. 1998)
             Public relations professionals are unanimous in predicting that new challenges will face practitioners in the future. Authors point to factors such as globalization, the emergence of new technologies, and new ways of doing business that they feel will affect the ways in which public relations is carried out in different sectors (Wilcox. 2000).
             A web study conducted in May 2001 showed a dramatic preference for the Internet as information for both personal and special interests and business information needs. For personal and special interests needs 63% of survey respondents choose the internet compared with just 18% who chose magazines; for work related information 48% selected the web as their favorite source, while only 7% preferred magazines." (Gage. 2001)
             This report analyzes recent trends in public relations as they affect the entertainment industry, focusing on television, magazines, and arts organizations.
             Of the recent trends that authors predict will affect public relations practitioners, the trends of globalization and the emergence of new technologies have most impact on public relations in the entertainment field. However, there has been and will continue to be differences in the impact that these trends have in various sectors of the entertainment field.
             The extent to which globalization will affect public relations in the entertainment industry varies between different sectors. Some kinds of entertainment enterprises, such as film companies, will compete g...