Fit for the 21st and digital century: PR should abandon its managerial dreams and focus more on achieving its promises
Is it time for public relations practice to abandon its managerial dreams? Prompted by the previous PR Conversations post (Professional PR Development. Why bother?), Dr Ana Adi and Thomas Stoeckle consider the legacy of Grunig’s Model of Excellence and a need to adjust to a contemporary digital environment. Ana Adi With all the recent focus on the rapid technological changes, I have found myself confronted more often, both in my courses at Quadriga University of Applied Sciences...