MUMBAI: The proliferation of media and the fragmentation of readers and TV audiences that has caused major headaches for the advertising business has made public relations (PR) more important than ever.

This data is contained in research findings issued by Public Relations Global Network (PRGN), an international group of public relations executives.

Their survey of media research shows that a decade ago, only one or two different media channels would be used to reach targeted groups. In general, the message would be a full-blown, well-thought out, well-researched explanation.

Today, there is a complex, chaotic environment of half-truths, whole truths in the wild, wild West says the PRGN report. Recognised communication platforms are so complex, and their credibility is so poor that -- thanks in part to the continuous morphing of technology -- citizens are creating their own news forums, the report says.

A sea-change in media has also opened PR to competition from other businesses, including ad agencies, lawyers, Internet providers, management consulting firms, corporate managers and Web marketers. PRGN reviewed the changes that have taken place in the media over the past 10 years and asked members what this means to the profession.

The findings are in the two-part report, The Changing Media Landscape: Implications for the Public Relations Profession prepared by Market Response, a division of PRGN.