This paper discusses current information technologies and their applications, both real and potential, in the field of public relations. It is argued that public relations are more important than ever in view of global events that challenge the world's ability to handle problems related to public trust and confidence, and the telecommunications technology used to report these events. It is noted that computer networks, databases, teleconferencing, and electronic mail are but a few of the new technologies currently available to developing nations and to international organizations in general for use in the access, exchange, and management of information. A case study of the Hill and Knowlton company--which consists of 60 offices around the world--is cited to demonstrate that organizational effectiveness is based on access to information on a 24-hour basis through the use of one or more information technologies. It is concluded that a globally-linked system in the future, using new telecommunications technologies, will cause a major shift in focus in the public relations field from corporate structure to an international structure. (13 references) (DB)