Researching the Changing Profession of Public Relations
Out of the works presented at the EUPRERA 2012 congress in Istanbul, 20 excellent papers have been selected, reviewed and printed in the book "Researching the Changing Profession of Public Relations". The Editorial Committee - composed of Aydemir Okay, Valérie Carayol and Ralph Tench - coomented "How should we approach the challenges created by the increasing rofessionalization 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 book, published by Peter Lang, is structured in three sections:
- Public relations practice: international context and reflections
- Professionalization of public relations: new dilemmas, concepts and changing perspectives
- Digital public relations: new challenges for practitioners and researchers
The selected papers are particularly challenging for two reasons: Firstly, they build on foundations built before this Congress and represent a further step forward in the ongoing journey of studying public relations in Europe. Secondly, the changing profession of public relations is in the heart of the current debate at both the scientific and professional levels. This book aims to provide a platform for an academic discussion across different countries, to value interdisciplinary approaches as well as quantitative and qualitative research, and most importantly to advance understanding of the public relations profession in order to foster organizational and individual goals.