industry has seen an influx of journalists because newsrooms are in decline and the salaries tend to be higher. A society that has been growing the careers of many public relations practitioners in Canada, is known as the CPRS. The CPRS, or the Canadian Public Relation Society, is an association in Canada that ensures public relations specialists are ethical, and progressive in their field of work. This association was founded in 1948 to regulate the way PR workers: Maintain professionalism Communicate Grow in their career They also have to have the interest of society as a whole, and whoever will be affected by their media produced. Other than these fundamentals of the CPRS, they also introduced a code of ethics in 1961, where it supplies nine fundamental standards of ethics that members must uphold. CPRS Judicial and Ethics Committee, is set in place to oversee Public Relations members to ensure proper ethical communication. This association, like the Public Relations Society of America, helps young aspiring public relations practitioners grow their careers. Tactics Public relations professionals present the face of an organization or individual, usually to articulate its objectives and official views on issues of relevance, primarily to the media. Public relations contributes to the way an organization is perceived by influencing the media and maintaining relationships with stakeholders. According to Dr. Jacquie L’Etang from Queen Margaret University, public relations professionals can be viewed as "discourse workers specializing in communication and the presentation of argument and employing rhetorical strategies to achieve managerial aims." Specific public relations disciplines include: Financial public relations – communicating financial results and business strategy Consumer/lifestyle public relations – gaining publicity for a particular product or service Crisis communication – responding in a crisis Internal communications – communicating within the company itself Government relations – engaging government departments to influence public policy Media relations – a public relations function that involves building and maintaining close relationships with the news media so that they can sell and promote a business. Social Media/Community Marketing - in today's climate, public relations professionals leverage social media marketing to distribute messages about their clients to desired target markets In-house public relations – a public relations professional hired to manage press and publicity campaigns for the company that hired them. 'Black Hat PR' – manipulating public profiles under the guise of neutral commentators or voices or engaging to actively damage or undermine the reputations