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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Managerial : to develop plans to communicate and maintain relationships with
public groups , in order to gain public trust and / or mutual understanding . This
role is concerned with commercial and other ( internal and external ) public
In determining their target groups , the international organisations have defined
the basic target groups using specific communication channels for each of them .
The messages , sent by international organisations to their target groups , are ...
that the greater the degree of involvement , the more prepared the pertinent
groups are to act . Accordingly , Grunig distinguishes different kinds of publics :
active publics – involved in all issues – aware publics , latent publics and
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Overview of public relations and communication
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