Public Relations, Values and Cultural Identity
Edited By Enric Ordeix, Valérie Carayol and Ralph Tench
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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- Bruxelles, Bern, Berlin, Frankfurt am Main, New York, Oxford, Wien, 2015. 398 pp., 33 graphs, 29 tables
- Cover
- Title
- Copyright
- About the author
- About the book
- This eBook can be cited
- Contents
- Introduction: A New Era of Understanding for Public Relations Theory and Practice
- Part 1 Strategic Public Relations, Public Values, and Cultural Identity: Overview
- From Integration to Legitimacy: Values and Publics in Public Relations
- A History of the Future: Concepts for Telling the Story of Online PR
- Talking with or at Stakeholders? An Empirical Investigation of Architectures of Listening and Structures for Dialogue in the Social Web Build up by Organizations
- Part II Grassroots Influence and Community Engagement
- Graduate Education in Public Relations: A Key Strategy for Professional Affirmation in Portugal
- Perspectives on Citizens’ Crisis Communication Competence in Co-Producing Safety
- Participative Public Relations: An Integrative Approach to Participating in PR
- Empowered Spaces: The Political and Everyday Life
- Part III Cultural, National and Global Issues
- The Impact of Competitions’ Success or Failure on the Online Reputation of Sport Teams: A Tool of Analysis
- Communicating Public Values in a Young Democracy: Successes and Failures of Western Donors to Support Ukrainian Independent Media
- Strategic Public Relations versus Public Values? The ‘Swarming’ of German Defense Minister Zu Guttenberg
- Part IV Organizational Polices and Public Issues
- The Challenge of Improving the Public Representation of Mental Illness: A Case Study of Crime Reporting, and a Call for Radical Change
- Turkish Universities’ Adoption of Social Media for Dialogic Communication
- Social Media and Juridical Constraints: Possibilities and Limitations of Digitized Governmental PR in Germany
- Alzheimer’s Disease Health Literacy: A Challenge for Communication Professionals
- Part V Public Opinion and Networks, Public Sphere, and Agenda Building
- A Reputation Measurement Model for Online Stakeholders: Concepts, Evidence and Implications
- Panacea for the Public Sphere? The Use of Social Media in the Public Sector in the UK
- Digital Communication Strategies: The Example of the Portuguese PR Consultancies Websites
- New Modes of Participation in Online-PR: Understanding Texto-Material Networks
- Part VI Strategic Public Relation: Organizational Roles and Functions
- Public Relations and the Use of Interactivity in Digital Press and in Social Media: A Comparative Analysis
- Can PR Practitioners Build Positive Journalist Relationships Via Social Media?
- Social Media Meet Dialog? Analyzing the Communication Activities of Companies on Facebook
- Strategic and Tactical Role of Public Relations: A Framework Proposal
- Contributors
- Cover
- Title
- Copyright
- About the author
- About the book
- This eBook can be cited
- Contents
- Introduction: A New Era of Understanding for Public Relations Theory and Practice
- Part 1 Strategic Public Relations, Public Values, and Cultural Identity: Overview
- From Integration to Legitimacy: Values and Publics in Public Relations
- A History of the Future: Concepts for Telling the Story of Online PR
- Talking with or at Stakeholders? An Empirical Investigation of Architectures of Listening and Structures for Dialogue in the Social Web Build up by Organizations
- Part II Grassroots Influence and Community Engagement
- Graduate Education in Public Relations: A Key Strategy for Professional Affirmation in Portugal
- Perspectives on Citizens’ Crisis Communication Competence in Co-Producing Safety
- Participative Public Relations: An Integrative Approach to Participating in PR
- Empowered Spaces: The Political and Everyday Life
- Part III Cultural, National and Global Issues
- The Impact of Competitions’ Success or Failure on the Online Reputation of Sport Teams: A Tool of Analysis
- Communicating Public Values in a Young Democracy: Successes and Failures of Western Donors to Support Ukrainian Independent Media
- Strategic Public Relations versus Public Values? The ‘Swarming’ of German Defense Minister Zu Guttenberg
- Part IV Organizational Polices and Public Issues
- The Challenge of Improving the Public Representation of Mental Illness: A Case Study of Crime Reporting, and a Call for Radical Change
- Turkish Universities’ Adoption of Social Media for Dialogic Communication
- Social Media and Juridical Constraints: Possibilities and Limitations of Digitized Governmental PR in Germany
- Alzheimer’s Disease Health Literacy: A Challenge for Communication Professionals
- Part V Public Opinion and Networks, Public Sphere, and Agenda Building
- A Reputation Measurement Model for Online Stakeholders: Concepts, Evidence and Implications
- Panacea for the Public Sphere? The Use of Social Media in the Public Sector in the UK
- Digital Communication Strategies: The Example of the Portuguese PR Consultancies Websites
- New Modes of Participation in Online-PR: Understanding Texto-Material Networks
- Part VI Strategic Public Relation: Organizational Roles and Functions
- Public Relations and the Use of Interactivity in Digital Press and in Social Media: A Comparative Analysis
- Can PR Practitioners Build Positive Journalist Relationships Via Social Media?
- Social Media Meet Dialog? Analyzing the Communication Activities of Companies on Facebook
- Strategic and Tactical Role of Public Relations: A Framework Proposal
- Contributors
Graduate Education in Public Relations: A Key Strategy for Professional Affirmation in Portugal
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Graduate Education in Public Relations
A Key Strategy for Professional Affirmation in Portugal
Gisela GONÇALVES
Universidade da Beira Interior | LabCom
Susana de Carvalho SPÍNOLA
Instituto Superior de Novas Profissões
Celma PADAMO
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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Or login to access all content.- Cover
- Title
- Copyright
- About the author
- About the book
- This eBook can be cited
- Contents
- Introduction: A New Era of Understanding for Public Relations Theory and Practice
- Part 1 Strategic Public Relations, Public Values, and Cultural Identity: Overview
- From Integration to Legitimacy: Values and Publics in Public Relations
- A History of the Future: Concepts for Telling the Story of Online PR
- Talking with or at Stakeholders? An Empirical Investigation of Architectures of Listening and Structures for Dialogue in the Social Web Build up by Organizations
- Part II Grassroots Influence and Community Engagement
- Graduate Education in Public Relations: A Key Strategy for Professional Affirmation in Portugal
- Perspectives on Citizens’ Crisis Communication Competence in Co-Producing Safety
- Participative Public Relations: An Integrative Approach to Participating in PR
- Empowered Spaces: The Political and Everyday Life
- Part III Cultural, National and Global Issues
- The Impact of Competitions’ Success or Failure on the Online Reputation of Sport Teams: A Tool of Analysis
- Communicating Public Values in a Young Democracy: Successes and Failures of Western Donors to Support Ukrainian Independent Media
- Strategic Public Relations versus Public Values? The ‘Swarming’ of German Defense Minister Zu Guttenberg
- Part IV Organizational Polices and Public Issues
- The Challenge of Improving the Public Representation of Mental Illness: A Case Study of Crime Reporting, and a Call for Radical Change
- Turkish Universities’ Adoption of Social Media for Dialogic Communication
- Social Media and Juridical Constraints: Possibilities and Limitations of Digitized Governmental PR in Germany
- Alzheimer’s Disease Health Literacy: A Challenge for Communication Professionals
- Part V Public Opinion and Networks, Public Sphere, and Agenda Building
- A Reputation Measurement Model for Online Stakeholders: Concepts, Evidence and Implications
- Panacea for the Public Sphere? The Use of Social Media in the Public Sector in the UK
- Digital Communication Strategies: The Example of the Portuguese PR Consultancies Websites
- New Modes of Participation in Online-PR: Understanding Texto-Material Networks
- Part VI Strategic Public Relation: Organizational Roles and Functions
- Public Relations and the Use of Interactivity in Digital Press and in Social Media: A Comparative Analysis
- Can PR Practitioners Build Positive Journalist Relationships Via Social Media?
- Social Media Meet Dialog? Analyzing the Communication Activities of Companies on Facebook
- Strategic and Tactical Role of Public Relations: A Framework Proposal
- Contributors
- Cover
- Title
- Copyright
- About the author
- About the book
- This eBook can be cited
- Contents
- Introduction: A New Era of Understanding for Public Relations Theory and Practice
- Part 1 Strategic Public Relations, Public Values, and Cultural Identity: Overview
- From Integration to Legitimacy: Values and Publics in Public Relations
- A History of the Future: Concepts for Telling the Story of Online PR
- Talking with or at Stakeholders? An Empirical Investigation of Architectures of Listening and Structures for Dialogue in the Social Web Build up by Organizations
- Part II Grassroots Influence and Community Engagement
- Graduate Education in Public Relations: A Key Strategy for Professional Affirmation in Portugal
- Perspectives on Citizens’ Crisis Communication Competence in Co-Producing Safety
- Participative Public Relations: An Integrative Approach to Participating in PR
- Empowered Spaces: The Political and Everyday Life
- Part III Cultural, National and Global Issues
- The Impact of Competitions’ Success or Failure on the Online Reputation of Sport Teams: A Tool of Analysis
- Communicating Public Values in a Young Democracy: Successes and Failures of Western Donors to Support Ukrainian Independent Media
- Strategic Public Relations versus Public Values? The ‘Swarming’ of German Defense Minister Zu Guttenberg
- Part IV Organizational Polices and Public Issues
- The Challenge of Improving the Public Representation of Mental Illness: A Case Study of Crime Reporting, and a Call for Radical Change
- Turkish Universities’ Adoption of Social Media for Dialogic Communication
- Social Media and Juridical Constraints: Possibilities and Limitations of Digitized Governmental PR in Germany
- Alzheimer’s Disease Health Literacy: A Challenge for Communication Professionals
- Part V Public Opinion and Networks, Public Sphere, and Agenda Building
- A Reputation Measurement Model for Online Stakeholders: Concepts, Evidence and Implications
- Panacea for the Public Sphere? The Use of Social Media in the Public Sector in the UK
- Digital Communication Strategies: The Example of the Portuguese PR Consultancies Websites
- New Modes of Participation in Online-PR: Understanding Texto-Material Networks
- Part VI Strategic Public Relation: Organizational Roles and Functions
- Public Relations and the Use of Interactivity in Digital Press and in Social Media: A Comparative Analysis
- Can PR Practitioners Build Positive Journalist Relationships Via Social Media?
- Social Media Meet Dialog? Analyzing the Communication Activities of Companies on Facebook
- Strategic and Tactical Role of Public Relations: A Framework Proposal
- Contributors