Public Relations and Communication Management in Europe: A Nation-by-nation Introduction to Public Relations Theory and Practice
Betteke van Ruler, Dejan Vercic, Dejan Verčič
Mouton de Grouter, 2004 - Business & Economics - 502 pages
The book challenges the notion that public relations in Europe is no more than a copy of the Anglo-American approach. It presents a nation-by-nation introduction to historical public relations developments and current topics in European countries, written by noted national experts in public relations research and well-known professionals who are able to oversee the situation in their own countries. The contributions take an "insider" point of view and combine researched facts and figures with qualitative observations and personal reviews. In addition, the book provides conceptual statements that offer an insight into theoretical approaches.
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Its function was fulfilled by the new field of advertising ( reklaami ) , which was so
new that it did not have a domestic word in ... until 1928 , when the word mainos
won in a competition to find the best word with which to describe advertising .
Too often the practice has been on an ad hoc basis and ' fire brigade ' action has
been as common as the long term plan . Some consultancies , which had been
part of advertising agencies , became independent . Others were formed without
This made enterprises and institutions consider the importance of communication
, though until the end of the 1980s they just focused on advertising . Then , at the
beginning of the 1990s , the advertising sector was just one of the sectors to ...
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