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The public relations services industry sustained a dramatic impact with the introduction of the Internet. In 1993, ProfNet, a collaboration of public information officers that provided journalists with access to expert sources, was launched. Its members would include colleges, corporations, nonprofit organizations, and even law firms. ProfNet would also include an online catalog of 2,000 leading experts across all disciplines.

As the use of the Internet has continued to grow, the transition to interactive communications required a huge change in thinking and has created new opportunities for building relationships between organizations and their public. The Internet is able to deliver messages combining various methods of communication; text, audio, graphics, still pictures, animation, and even full motion video. The challenge for the public relations services professionals were to use this tool to the organization’s advantage, thus allowing for more one to one communication while still maintaining the credibility and essential trust for the organization’s well being.

The Internet has also driven the increasing globalization of the marketplace. In 1999, the United States had an overwhelming lead in Internet users, with more than 110 million, which is nearly 43 percent of the total 259 million worldwide Internet users. By 2002, the United States had been projected to have 1/3 of worldwide Internet users. However, it did decline to 27 percent by the end of 2005. The most notable impact on the public relations services industry by the growth of the Internet was in the re-evaluation of the traditional marketplace. Normal boundaries defining not only economic but also geographic roles had been redefined with the increasingly huge global market.

Public relations services programs are able to constantly monitor the Internet in order to identify new and innovative ways to communicate with targeted audiences through this medium. Companies using the Internet can take advantage of the one to one marketing opportunities presented by the Internet to reach the important leaders in industry. Extending the any organizations’ presence to the World Wide Web and commercial online services transcended to the traditional public relations services. These communications efforts can combine the best of traditional PR—strategic consulting, marketing support, media relations, public affairs, crisis management, investor relations, even special events—with the unending reach through the Internet.