Researching the Changing Profession of Public Relations

International contributors in media studies, social network analysis, public relations, and corporate communication are the authors of these selected papers from the September 2012 Annual Congress of EUPRERA, held in Istanbul, Turkey. Their perspectives on public relations in Europe will be of interest to researchers and professionals. Part 1 offers works on international contexts and reflections on areas such as ethics as a crucial aspect of professionalization, and the role of public relations in the Czech Republic. Part 2 addresses new dilemmas in the professionalization of public relations, with work on trust-building through multicultural competence, and the importance of employer branding and reputation for attracting employees. Part 3 examines the challenges posed by digital public relations for both practitioners and researchers, with cases on social media use among German Parliamentarians, and the use of corporate video as a communication tool. There is no subject index. The editor teaches communication at Istanbul University, Turkey. Annotation c2014 Book News, Inc., Portland, OR (booknews.com)

Prof. Aydemir Okay is Professor and Dean in the Faculty of Communication, Istanbul University, Turkey, where he was previously head of the public relations department. He has published six books and numerous papers in national and international academic journals and has taught, as an invited professor, in several renowned universities.
Prof. Valerie Carayol is Professor at the Institute of Information and Communication Sciences, Bordeaux 3 University, France. She is Director of the Research group MICA, dedicated to communication sciences and art, and edits the French academic journal Communication and Organisation, founded in 1992. She is President of EUPRERA.
Prof. Ralph Tench is Professor of Communication Education and Director of PhD programmes for the Faculty of Business and Law at Leeds Metropolitan University, UK, where he was formerly subject head for Public Relations and Communications. He is Chair of the Scientific Committee for EUPRERA.