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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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Public Relations and the Use of Interactivity in Digital Press and in Social Media: A Comparative Analysis


Public Relations and the Use of Interactivity in Digital Press and in Social Media

A Comparative Analysis


University Abat Oliba CEU, Barcelona

1. The relevance of social media and digital newspapers for Public Relations

Social media and digital newspapers are essential for Public Relations policies in the 21st century. As a social network, Pinterest has grown to become one of the most popular social networks, with the peculiarity of having an apparent connection to social shopping, since Pinterest acts as a network node with infinite interconnections to ecommerce pages. The relationships that flourish on Pinterest promote online consumption through product recommendations and wish lists.

The current cyber scene has brought with it the age of the prosumer (producer + consumer), an active and engaged consumer who not only buys but also creates content, recommending and advising the virtual society on those products they like or use. Sharing is a key factor for Pinterest users (eMarketer, 2012), more so than on Facebook (Fondevila and Beriain, 2013).

The business community has, therefore, had to adapt itself to this situation by introducing as much of its content on social networks as possible, so that it can be readily divulged through the network, via users wishes, needs, or searches. In the U.S., 17% of trade occurs through the Internet (comScore, 2013).

This raises the...

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