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Full Description
Throughout the history of Public Relations, many academics and professionals have been concerned about the social function of the discipline. One of the research focuses that persists, now more than ever from various points of view, is on the relevance of communication strategies in processes of social change. This focus derives from the European doctrine of Public Relations whose main reference is Lucien Matrat, focused on the social subject. Even Ferguson, addressing a perspective from management, highlights that to understand relationships it is required not only to understand the communication process and its effects, but also to understand the different actors within the communication process and their social context. One of the priorities, and at the same time emerging challenge for public relations leaders, is how to address diversity and multiculturalism in the public sphere, society and organizations from this anthropological perspective. This topic provides the possibility of a broad and interesting debate that can enrich research on the management of relationships between different social actors.
Contents
Ángeles Moreno Preface - List of Contributors - By Andrea Oliveira, María Isabel Míguez- González and Ferran Lalueza: Leading the Social Function of Public Relations - Part I Communication of Diversity and Multiculturalism - Andréia Athaydes, Ana María Suárez-Monsalve and Juan Carlos Molleda: Diversity, Equity, and Inclusion in Latin American Public Relations - Carlos García Martínez and María A. Gabino- Campos: How Multiculturalism Shapes Internal Communication in Organizations: An Exploratory Approach - Part II The Growing Role of Digital Public Relations - Paul Capriotti, Andrea Oliveira, Ileana Zeler, Carmen Carretón, José Carlos Losada and Rodolfo Martínez: Integrated Model for Evaluating Social Media Strategy - Estrella Barrio- Fraile, María Luz Barbeito- Veloso, Ana María Enrique- Jiménez, Anna Fajula- Payet and Juan José Perona- Páez: Communicating Corporate Sustainability Through Podcast - Guillem Marca Francés, Silvia Barrios Baena and Joan Frigola-Reig: Is TikTok a Public Relations Tool? - Part III Orbital Thinking in Public Relations - Andrea Moreno- Cabanillas and Aritz Gorostiza- Cerviño: Analyzing Horizon 2020: Lobbying, and PR in Europe - Mª Pilar Paricio- Esteban, María Puchalt- López and Sandra Femenía- Almerich: Public Relations, ethical codes and drug communication - Álvaro Serna-Ortega, Antonio Castillo-Esparcia and Aritz Gorostiza-Cerviño: The Role of Lobbies in the EU Construction Process.
