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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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Strategic and Tactical Role of Public Relations: A Framework Proposal


Strategic and Tactical Role of Public Relations

A Framework Proposal

Susana De Carvalho SPINOLA

INP – Instituto Superior de Novas Profissões


It is assumed that those working in Public Relations see organizations as a player in the social sphere, and take them to be thematic entities and, at the same time, they legitimize Public Relations as a relevant inside player.

The framework presented in this paper defines three strategic and five operational areas. The strategic areas defined are as follows: 1) the study of the organizational identity, 2) the study of the interactions with other systems (study of the organizational publics, image and reputation) and 3) the study of the organizational values. Once it knows these three strategic areas, it is possible for the organization to define its own agenda, and, by extension, to define its role in the social sphere. This will be achieved by the tactical function: those working in Public Relations practitioners will use this strategic information in order to define agenda when it comes to the media relations, internal communication, community relations, financial communication, public affairs and lobbying, among other.

In this study we seek to identify what should be the strategic role of Public Relations in an organizational environment, and, doing do, we are attempting to establish botton line to PR (Heath, 2009). In seeking to achieve this aim, we have developed a framework which describes the strategic and tactical...

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