Part I: Find two articles (Journal articles preferred, or at least from an edited source) that discuss the trend of PR evolving or gaining power and credibility and shifting away from IMC/Marketing to identify changes in PR industry standards. It may be easier if you pick a specific sector upon which to focus (finance, sports, fashion, etc.) Discuss the best practices suggested or further research that should be done.
Part II: Provide a specific set of recommendations for current or aspiring PR practitioners to stay up to date in both theory and practice to be able to best adapt to these changes.
Include evidence of Public Relations Roles, evidence of Public Relations Research, and evidence of stakeholders within public relations