Public Relations, Values and Cultural Identity
Out of the works presented at the EUPRERA congress in Barcelona, 22 excellent papers have been selected, reviewed and printed in the book "Public Relations, Values and Cultural Identity". The Editorial Committee - composed of Dr. Enric Ordeix, Dr. Valérie Carayol, Dr. Ralph Tench - affirmed "It has been an enjoyable process reading and collating the work into this volume. With such diversity of research contributions we are confident this is once more a significant addition and contribution to the body of knowledge in European public relations".
The book, published by Peter Lang, is structured in six sections:
- Strategic public relations, public values and cultural identity: overview
- Grassroots influence and community engagement
- Cultural, national and global issues
- Organizational polices and public issues
- Public opinion and networks, public sphere, and agenda building
- Strategic public relations: organizational roles and functions
As organizations 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, organizations need to align their actions with social demands and values. If the main role of public relations is to build trust and influence opinion makers, 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 organizational structures better aligned with social demands; the emergence of new techniques for interacting with organizations in a more trustworthy manner; and growing pressure by social groups acting both for and against particular social values, ideas and identities.