lobally for audiences for their products routinely and public relations professionals in these sectors will plan international campaigns on a regular basis. Other entertainment sectors, however, such as radio stations, are more local in focus and will not be as deeply affected by globalization. The same is true for some television stations. Mary Power, Vice President of Communications at City-TV, says: Globalization doesn't affect City-TV much, because they feel the bigger the world is the more you want to find out what is in your own backyard. In other words, North Americans are turning to more local programming. On the other hand, information on a global level is there. The larger the world gets, the more important communication becomes. This necessitates an important role for the Public Relations Practitioner who will have to establish and maintain strong relationships with communities, so stakeholders can identify with an organization on a local, as well as national and global levels.
             In some sectors, such as magazine publishing, the nature of the magazine largely determines the extent of its efforts at international promotion. Magazines such as Toronto Life primarily appeal to residents of Toronto. Other publications, such as news and entertainment magazines, have broader and possibly global appeal. Many special interest magazines also appeal to international audiences. One such magazine, the Newfoundland-based The Downhomer, is dedicated to connecting Newfoundland and Irish culture internationally, and already reaches out to 36 countries. According to Shawn Silver, the magazines Creative Director, the trend towards globalization is inevitable.
             Many arts organizations also have an international focus. According to Lyn Hamilton, Director of Public Affairs at the Canadian Opera Company, global reputation is vital for a significant arts organization. The Canadian Opera Company. features artists from beyond Canad...