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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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Introduction: A New Era of Understanding for Public Relations Theory and Practice

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Introduction

A New Era of Understanding for Public Relations Theory and Practice

This book is a collection of some of the best papers from 64 double blind peer reviewed submissions which were presented at the annual Congress of the European Public Relations Education and Research Association (EUPRERA) in October 3-5th, 2013. The Congress was held at the Blanquerna School of Communication and International Relations of Ramon Llull University (FCCRIB-URL), in Barcelona (Catalonia-Spain) and co-organized by EUPRERA and the School’s Research Group in Strategy and Creativity in Advertising and Public Relations.

Under the topic “Strategic Public Relations. Public Values and Cultural Identity” the Congress demonstrated how Public Relations is growing and maturing as a professional field in communication. In a more interactive society organisations need to align their actions with social demands and values. Public Relations’ main role is to seek legitimacy to act and influence opinion makers and public, media and political agendas. Public Relations is at a crossroads as it is facing crucial changes such as: the existence of new organisational structures better aligned with contemporary social demands; the discussion of new techniques to explain and build understanding about organisations through a more trustworthy and transparent lens; the growing pressure by social groups that act as opinion leaders against and for values, ideas and identities; and the coexistence of different agendas (public, media and political) depending on the means, fields or types of publics. These are significant and deep discussions that we are...

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