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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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Digital Communication Strategies: The Example of the Portuguese PR Consultancies Websites


Digital Communication Strategies

The Example of the Portuguese PR Consultancies Websites


School of Social and Political Sciences (ISCSP), University of Lisbon Centre of Administration and Public Policies (CAPP), Portugal


Public Relations have been explicated as having a strategic role in organizations by identifying, structuring and maintaining crucial relationships between the organization and the publics that determined its survival, in a two way flow or bidirectional basis. Nevertheless, and as denounced by Moss and DeSanto (2011) many authors tend to use the words “strategy” and “strategic” wrongly, that is, not in the context of business and communication strategy management, but in the sense of operational actions. In other words, the overall rational of an organization management is confused with the instruments and actions developed to concretize the general though that define the organization mission. As such, a doubt arises: can we talk about strategy when we plan Public Relations?

As a strategic communication activity in organizations, Public Relations have been developing and adapting to the evolution of the digital economy, knowledge society and fragmentation of the audience. Consequently, and taking into account new organizational contexts, the development of communicative methods and instruments is occurring in a constant and increasing acceleration. But again, are these developments supported by a strategy?

With information and communication technology new means were created for the placement of information and for interaction. More channels allow messages to...

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