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Public relations in Europe: A kaleidoscopic picture

Betteke van Ruler (Associate professor in communication science and communication management)
Dejan Verčicč (Partner in Pristop Communications, a communication management consultancy in Slovenia)
Bertil Flodin (Associate professor in journalism and mass communication, and a partner in Con Brio Communications, a public relations agency in Sweden)
Gerhard Buetschi (Works in marketing and public relations with special emphasis on designing and implementing technology‐based communication systems)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 31 December 2001

1060

Abstract

This paper is a second report on a Delphi study, which is part of the European Public Relations Body of Knowledge project (EBOK; see also Vol. 4, No. 4 of this journal). The EBOK project is led by a European project team. The Delphi research project questions the existence of a European authenticity of public relations. The project suggests that the present state of public relations professionalisation in Europe is far from complete. Nevertheless, the study reviews an enormous diversity of “schools of thought” and possible dimensions of a European approach to public relations. The paper also stresses the need for a European research agenda to learn more about the European identity of the subject internationally known as public relations.

Keywords

Citation

van Ruler, B., Verčicč, D., Flodin, B. and Buetschi, G. (2001), "Public relations in Europe: A kaleidoscopic picture", Journal of Communication Management, Vol. 6 No. 2, pp. 166-175. https://doi.org/10.1108/13632540210807017

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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