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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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Graduate Education in Public Relations: A Key Strategy for Professional Affirmation in Portugal


Graduate Education in Public Relations

A Key Strategy for Professional Affirmation in Portugal


Universidade da Beira Interior | LabCom

Susana de Carvalho SPÍNOLA

Instituto Superior de Novas Profissões


Instituto Superior de Novas Profissões

1. Introduction

The Portuguese higher education system has public and private universities, both with 1st (BA), 2nd (Master) and 3rd degree cycles (PhD). In Portugal, Public Relations was first taught in private schools in 1964 and only in 1970 did it become available at public universities, when the government approved the degree in Social Communication. The communication teaching boom only comes about in the late 1980s with the multiplication of courses in communication sciences throughout various higher education institutions in the country including universities and polytechnics.

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