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Public Relations, Values and Cultural Identity

Enric Ordeix, Valérie Carayol and Ralph Tench

As organisations seek legitimacy in a fast-moving, interconnected and changing world, how do public relations help them to manage their identity, responsibilities and impact on society? In a more interactive society, organisations need to align their actions with social demands and values. If the main role of public relations is to build trust and influence opinionmakers, media, the public and the political agenda, what are the constraints and limitations at play here, and what is the impact on ethical principles?
The published research shows the profession is facing crucial changes: the existence of new organisational structures better aligned with social demands; the emergence of new techniques for interacting with organisations in a more trustworthy manner; and growing pressure by social groups acting both for and against particular social values, ideas and identities.
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About the author


Dr. Enric Ordeix has been a member of the Communication Department of Blanquerna School of Communication and International Relations – Ramon Llull University since 1995. He is a member of the research group GRECPRP, Director of the MAs in Strategic Management in Global Communication and Public Affairs and Protocol, Vice-President of the Global Communication Institute and Track Chair of the IABD, International Academy of Business Disciplines. He was the 2013 EUPRERA Congress Chair. Dr. Valérie Carayol is full Professor at the Institute of Information and Communication Sciences, Bordeaux Montaigne University. She is the director of the research group MICA dedicated to communication sciences and art and the editor of the French academic journal Communication & Organisation, founded in 1992. She is a former President of the European Public Relations Education and Research Association (EUPRERA). Dr. Ralph Tench is full Professor of Communication Education and Director of PhD programmes for the Faculty of Business and Law at Leeds Beckett University. He is the former subject head for public relations and communications at Leeds Beckett University and is member of the EUPRERA Board of Directors.

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