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What we do > Annual Congress > 2013: Barcelona
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Euprera Annual Congress 2013

October 3-5

Blanquerna School of Communication and International Relations, Ramon Llull University
Barcelona, Spain

Congress website


Strategic Public Relations. Public Values and Cultural Identity.

More and more Public Relations is considered a growing professional field in communication. In a more interactive society organizations 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 agenda. In this congress we want to analyse strategies and tools, as well as procedures and indicators for the analysis.
We know we are at a crossroad for our profession as it is facing crucial changes: the existence of new organizational structures better aligned with the social demands; the birth of new techniques to explain the organizations in a more trustworthy manner; the growing pressure by social groups that act as opinion leader 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. All in all we’ll have to rethink our roles and functions.


  1. Strategic Public Relations. Organisational roles and functions
    • New challenges. Strategic versus Tactical PR
    • New opportunities. Increasing PR Strategies as a key strategy for organisational development
    • Development of integrated communication strategies by agencies and consultancies
  2. Organizational policies and public values
    • Trends and challenges of public relations roles in society organizations
    • Governances, Corporate Culture and Social engagement
    • Leadership and Change Management
  3. Cultural, National and Global issues
    • Social Analysis research and public opinion
    • General interest and Corporate Social Responsibility
    • National versus global; brands, companies, institutions and countries
  4. Public opinion and Networks, Public Sphere and Agenda Building
    • Value of Relationships with Strategic Publics of Organizations
    • Scenario Building in crisis and issues management
    • Spin doctoring and persuasion. Speech writing and delivery
  5. Grass Roots influence and Community Engagement
    • Social media and dialogue
    • Public representation and opinion leadership
    • Measurement and Monitoring of communicative processes

Publication of papers

All papers presented during the congress will be uploaded in a reserved area of the congress website. Authors also have the possibility to be selected for submission to the Journal of Communication Management or the Euprera congress book. Each publication will have strict editing criteria to be applied to the paper and a further selection process by a dedicated editorial team will follow.

Abstract and paper submission


Download the Call for Papers

For updated deadlines, please check the congress website.

For authors only:



Ramon Llull University

The Ramon Llull University encompasses a series of federated higher education centres with a long history in Catalonia. In the years since it first opened its doors, the Ramon Llull University has extended its activities and, at present, comprise the following federated institutions: the Chemical Institute, the Blanquerna Foundation, La Salle Engineering and Architecture, the Faculty of Philosophy, the Ebro Observatory, ESADE (Higher School of Business Management and Administration), the Pere Tarrés Faculty School of Social Education and Social Work, the Vidal i Barraquer Mental Health Institute, the Borja Bioethics Institute and the ESDI Higher School of Design (as an affiliated centre). The URL’s federal structure boosts the personality of its Centres and allows it the high degree of agility, flexibility and adaptability. It is a university option in tune with the demands of an increasingly dynamic and demanding society.

Blanquerna School of Communication
and International Relations

Within Ramon Llull University we provide education in the arts, sciences and technical studies alongside professional training and research. The main function of the university is to educate and train journalists, publicists, public relations professionals and professionals in the fields of cinema and television. The degrees awarded by our university are official and recognized by other official bodies.

Congress organizer

Enric Ordeix

Blanquerna School of Communication
Ramon Llull University



More info

All details about the congress - including author's info, travel, accomodation and registration - are published on the congress website

To contact the congress organizer:

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