Introduction Over the last three decades, a lot of scholarly research has been accomplished in the field of public relations. The framework under which the early researches were based on has, however, in the modern day, faced a lot of criticism with the majority of the critics claiming that the PR model of communication presents a two way communication, which stands out as utterly symmetrical (Karla 177). Early scholars set subtle grounds for the subsequent researches. In their natures, these foundations have taken rigid dominance in the theorization of the public relations’ scholarly researches. This dominance has served to give rise to pros and cons of the initial and hence the traditional theories of public relations. One specified pro of the theories stems from the fact that, over the years such theories have undergone numerous tests, with most of the scholars confirming their claims. Consequently, the theories have remained in force and viable within a wider public spectra. In line with this argument, Karla claims that, “dominant research theories are furthered and new theories emerge” (178). If, an organization has to excel in its public relations endeavours, a prerequisite is placed on it to change its behaviours and approaches to the discipline so as to become part and parcel of the organization’s “dominant coalition or decision making body” (Karla 179). In this context, therefore, a magnificent endeavour of the early, PR theorist was to enhance professionalization of the PR (Grunig 29). Conflicting roles of the PR professional have also been registered with some scholars claiming that, PR managers have, at times, concentrated in execution of duties, which could have otherwise been delegated to the technical PR staff. As a repercussion, the PR concerns may be argued as a represented differently in theory and actual practice. More recently a lot of enthusiasm has emerged especially in attempts to scrutinize the position of PR in an organization as part of the management function. According to Curtin and Gaither, there exists four main criticisms of the paradigm of the public relations: “the definition of public relations as a management function; the reliance on functional, transmission models of communication; the emphasis on organizational-level theory; and the failure to recognize the primacy of power in relationships” (110). The emerging perspectives about the new media have given rise to lots of enthusiasm in some quarters. This paper seeks to scrutinize whether the existing enthusiasm to the new media is justifiable, explore the various implications, on the one hand, public relations practice relating to traditional media and on the other for, long term future of those media. However, to explore this topic, endeavours are made to unveil whether, if anything is distinctive about new media technologies from a PR practitioner’s perspective and what benefits to PR practice they bring. The critics of the PR are also essential to be given a glance especially those which attribute it to profit making endeavours. New media technologies from a PR practitioner’s perspective and the benefits they bring to PR practice From a wider perspective, there exist no broa