TY  - JOUR
AB  - Purpose– The aim of this paper is to describe the opportunity for public relations professionals in the new communications environmentDesign/methodology/approach– The authors developed a point of view, and conducted secondary research to confirm and supplement it.Findings– The communications environment has changed. The new climate requires organizations to engage in a two‐way dialog with their constituencies. “Push” communication has lost effectiveness. In this environment, people trained in public relations are in a unique position to take the lead in forming communications strategies for their organizations or clients.Originality/value– This work is based on the authors' personal views of the current communication environment, and is supported by the views of many of the leading players in the public relations world.
VL  - 17
IS  - 3
SN  - 1356-3289
DO  - 10.1108/13563281211253566
UR  - https://doi.org/10.1108/13563281211253566
AU  - Capozzi Louis
AU  - Berlin Zipfel Laura
ED  - Michael B. Goodman
PY  - 2012
Y1  - 2012/01/01
TI  - The conversation age: the opportunity for public relations
T2  - Corporate Communications: An International Journal
PB  - Emerald Group Publishing Limited
SP  - 336
EP  - 349
Y2  - 2024/04/19
ER  -