The linkage between culture and public relations is logical and very obvious. Culture affects communication, and is affected by it. Because public relations is fundamentally a communication activity, it is logical to conclude that culture affects public relations also.

The guiding principle of public relations revolves around the use of news and content to put forth a message about anything -- a product, a business, an organization, an endeavor -- using just about any effective medium of reach. Through the years, public relations (PR) has taken a lot of faces depending on what medium of communication was most effective at a given point.

PR is not advertising. PR is all about storytelling. PR is an image-shaper. But with technological advancements reshaping almost every aspect of communications and interaction, leaving nothing untouched, you might ask, “Is it still, in essence, a storytelling, nonadvertising, image-shaping tool that we have known it to be?”

It goes without saying, public relations is still an ongoing influence that has been able to withstand the test of time. From my perspective, the law of supply and demand has given PR a beating heart, as companies are aiming for more ambitious depths in reaching out to their customers with a more specific focus of building and gaining an audience.