The strategy of EUPRERA is:
- To be a European members´ association with a ‘global character’ focusing on innovative PR Research & PR Education. Members´ activities are central to EUPRERA. Everything starts and ends with the members.
- Link innovative research to education and practice. EUPRERA is the place to exchange innovative knowledge and initiate co-operation.
- EUPRERA is welcoming advanced scholars as well as newcomers in the field of PR. In EUPRERA different minds and perspectives are confronted in an open innovation system.
- EUPRERA is the organisation for innovation (“novelty”) to happen: being on the front of conceptualisation of the field by being inspiring. This implies:
- innovation
- network
- best practice
- stimulating creative teaching and learning & co-creation
- being reflective on implications of research on education
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