Table of Contents

Contents: B. Pinar Ozdemir/Melike Aktas Yamanoglu/G. Senem Gencturk Hizal: History of Public Relations in Turkey Narrated by the Founders: The Early Years - Gunter Bentele/Rene Seidenglanz: Professional Moral and Ethics as a Crucial Aspect of Professionalization. Main Developments and Trends in the Professional Field in Germany During the Last Decade - S. Guzin Ilicak Aydinalp: Professional Standards in Public Relations Discipline. A Research on Workers of Corporate Communication Department - Dejan Vercic/Ana Tkalac Vercic: International Comparative Research in Public Relations. A Report on Three Countries - Slovenia, Croatia and Serbia - Kelly Pereira: Public Relations in Portugal: A Lack of Understanding of the Concept or an Unrecognized Profession? - Denisa Kasl Kollmannova: The Role and Function of Public Relations in the Czech Republic - Gisela Goncalves/Susana de Carvalho Spinola/Celma Padamo: Public Relations in Portugal. Mapping the Status of Higher Education - Susanna Magnusson: Frontline Public Relations Practitioners. Trust-building through Multicultural Competence and Dialogue - Alex Frame: PR and Global Interculturation. Methodological Challenges for (Cross)Cultural PR Research - Birte Fahnrich: Branding in International Governmental Communications. Innovative Approach or Passing Fashion? - Christian Fieseler/Christoph Lutz/Miriam Meckel: PR Practitioner Roles Revisited - Ansgar Zerfass/Katharina Simon: Mapping the Future of the Public Relations Profession. Contrasting Perceptions of Next Generation Professionals and Experienced PR Practitioners across Europe - Kristel Abel/Kaja Tampere: The Application of Bourdieu's Concept of "Field" to Public Relations Professional Field - Wim J.L. Elving/Laura Noteboom/Fabienne van Acquoy: Does it Pay to Work for an Employer with a Poor Reputation? The Influence of Employer Branding and Reputation on Attractiveness to Employees - Cigdem Karakaya Satir/Zuhal Gok Demir: The Power of Publics in Strategic Public Relations. The Effect of Social Media on Formation of Publics - Olaf Hoffjann/Jeannette Gusko: The Institutionalization of Social Media. A Comparative Study of Profit and Non-profit Organizations - Martin Hofelmann: Digital Public Affairs: A New Way of Strategic Framing, Dialogical Communication and Transparent Lobbying? - Christian Pieter Hoffman/Miriam Meckel/Giulia Ranzini/Anne Suphan: "I'll Tweet My Representative!" Antecedents of Social Media Use Among German Parliamentarians - Sarah Williams/Simon Collister/Jennifer Challenor: Recruiting for PR 2.0 - Veerle Van Assche/Ilse R. Van Looveren: The Use of Corporate Video as a Communication Tool in the Digital Age.

About the Author

Prof. Aydemir Okay is Professor and Dean in the Faculty of Communication, Istanbul University, Turkey, where he was previously head of the public relations department. He has published six books and numerous papers in national and international academic journals and has taught, as an invited professor, in several renowned universities. Prof. Valerie Carayol is Professor at the Institute of Information and Communication Sciences, Bordeaux 3 University, France. She is Director of the Research group MICA, dedicated to communication sciences and art, and edits the French academic journal Communication and Organisation, founded in 1992. She is President of EUPRERA. Prof. Ralph Tench is Professor of Communication Education and Director of PhD programmes for the Faculty of Business and Law at Leeds Metropolitan University, UK, where he was formerly subject head for Public Relations and Communications. He is Chair of the Scientific Committee for EUPRERA.