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Full Description
How should we approach the challenges created by the increasing professionalization of public relations across Europe? Historical and cultural interpretations are not always sufficient to explain the fast and diverse developments of the public relations profession in our cosmopolitan and digitalized world.
This book aims to pinpoint and address the questions faced by researchers and professionals in their efforts to understand and support the changing profession of public relations. The chapters are all contributed by recognized academics and are structured around three topics. Firstly, the book explores current developments in public relations practice in Germany, Portugal, Slovenia, Croatia, Turkey, Serbia and the Czech Republic. The second section discusses the professionalization of public relations together with the new dilemmas, notions, concepts and perspectives that this has generated. The final chapters focus on the usage, effect and institutionalization of new media and new digital public relations tools.
Contents
Contents: B. Pinar Özdemir/Melike Aktaş Yamanoğlu/G. Senem Gençtürk Hizal: History of Public Relations in Turkey Narrated by the Founders: The Early Years - Günter Bentele/René Seidenglanz: Professional Moral and Ethics as a Crucial Aspect of Professionalization. Main Developments and Trends in the Professional Field in Germany During the Last Decade - Ş. Güzin Ilicak Aydinalp: Professional Standards in Public Relations Discipline. A Research on Workers of Corporate Communication Department - Dejan Verčič/Ana Tkalac Verčič: International Comparative Research in Public Relations. A Report on Three Countries - Slovenia, Croatia and Serbia - Kelly Pereira: Public Relations in Portugal: A Lack of Understanding of the Concept or an Unrecognized Profession? - Denisa Kasl Kollmannová: The Role and Function of Public Relations in the Czech Republic - Gisela Gonçalves/Susana de Carvalho Spínola/Celma Padamo: Public Relations in Portugal. Mapping the Status of Higher Education - Susanna Magnusson: Frontline Public Relations Practitioners. Trust-building through Multicultural Competence and Dialogue - Alex Frame: PR and Global Interculturation. Methodological Challenges for (Cross)Cultural PR Research - Birte Fähnrich: Branding in International Governmental Communications. Innovative Approach or Passing Fashion? - Christian Fieseler/Christoph Lutz/Miriam Meckel: PR Practitioner Roles Revisited - Ansgar Zerfass/Katharina Simon: Mapping the Future of the Public Relations Profession. Contrasting Perceptions of Next Generation Professionals and Experienced PR Practitioners across Europe - Kristel Abel/Kaja Tampere: The Application of Bourdieu's Concept of «Field» to Public Relations Professional Field - Wim J.L. Elving/Laura Noteboom/Fabienne van Acquoy: Does it Pay to Work for an Employer with a Poor Reputation? The Influence of Employer Branding and Reputation on Attractiveness to Employees - Çiğdem Karakaya Şatir/Zuhal Gök Demir: The Power of Publics in Strategic Public Relations. The Effect of Social Media on Formation of Publics - Olaf Hoffjann/Jeannette Gusko: The Institutionalization of Social Media. A Comparative Study of Profit and Non-profit Organizations - Martin Höfelmann: Digital Public Affairs: A New Way of Strategic Framing, Dialogical Communication and Transparent Lobbying? - Christian Pieter Hoffman/Miriam Meckel/Giulia Ranzini/Anne Suphan: «I'll Tweet My Representative!» Antecedents of Social Media Use Among German Parliamentarians - Sarah Williams/Simon Collister/Jennifer Challenor: Recruiting for PR 2.0 - Veerle Van Assche/Ilse R. Van Looveren: The Use of Corporate Video as a Communication Tool in the Digital Age.
