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Public Relations, Values and Cultural Identity

Edited By 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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Alzheimer’s Disease Health Literacy: A Challenge for Communication Professionals


Alzheimer’s Disease Health Literacy

A Challenge for Communication Professionals

Tatiana NUNES

Alzheimer Portugal

Mafalda Eiró GOMES

Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa, Portugal


The authors believe that while being a public health issue “health literacy” is also a main problem and responsibility for the communication professionals and researchers. It’s true that on one hand contemporary occidental societies seem to have less problems with contagious diseases, on the other hand this new century has challenged humanity with environmental degradation and natural and man-made disasters. The last but not the least we are confronted with a huge increase in chronicle diseases. Among these the degenerative ones seem to have a greater impact both in the realm of families as well as in society understood as a whole.

The main purpose of this paper is to discuss and enlighten the level of Alzheimer literacy among Portuguese undergraduate students. Health Literacy and especially mental health literacy is one of the most difficult aspects to deal within the Portuguese society. For the first time there’s been a quantitative approach to what Portuguese undergraduate communication students know about Alzheimer Disease. We should note that there are no data at all concerning this issue in Portugal till the moment.

As Crisp (2001) has pointed out, in mental and degenerative neuronal diseases with a high level of mental implications may be because its symptoms...

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