Public relations has become a significant and powerful industry, particularly in recent decades. This industry and its actors mainly work through the media to spread information, persuasion and opinions to the public on behalf of their clients. Publicity is the predominant goal. Networking, relation-building, news production and activities intended to be published in the media are thus part of the everyday work of PR agents such as information officers, PR consultants
In the past, the lack of media created difficulties for the advertisers in providing the
information to their target groups. But at present, the increasing numbers of media channel
changes the consumers’ behaviors. They have more opportunities to get information not only
from the television (TV) but also from the nontraditional media as well. The word of mouth
has become powerful advertisement which strongly affect the consumers’ attitude and their
decision making. The thinking processes of consumers have changed because the consumer
has more opportunities to consume advertisements from the media around them such as
newspapers, direct mail, television, personal selling, and so on (Anonymous, 2002).