REDEFINING “PUBLIC RELATIONS” IN THE 21ST CENTURY Cover Image

REDEFINING “PUBLIC RELATIONS” IN THE 21ST CENTURY
REDEFINING “PUBLIC RELATIONS” IN THE 21ST CENTURY

Author(s): Mariana Cernicova-Buca
Subject(s): Language and Literature Studies
Published by: Editura Politehnica
Keywords: definition, professional association, communities of practice, public relations, communication science

Summary/Abstract: Understanding that “Public Relations” represent a dynamic and evolving practice, a number of influential professional associations (PRSA, CIPR, CPRS) embarked, in the last 10 years, upon the mission to redefine the notion. This debate has consequences both on the communities of practice in PR, and on the education of future professionals. While the debate includes an increasing number of ideas, the social media evolution puts pressure on the communication sciences area, to acknowledge and formalize additional tasks for the PR practitioners. The paper looks into the results of the debate and reflects upon the teaching and research that should follow the attempt to revolutionize the PR profession and practice.

  • Issue Year: 2016
  • Issue No: 9
  • Page Range: 3-6
  • Page Count: 4
  • Language: English
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