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.
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
Jorge Da Silva and João Simão
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