Comunicação e Sociedade
[ISSN 2183-3575 (online) / ISSN 1645-2089 (print)] is a publication of the Communication and Society Research Centre of the Institute of Social Sciences of the University of Minho, edited by Moisés de Lemos Martins and funded by the Foundation for Science and Technology (FCT). Published since 1999, this journal has a rigorous scientific arbitration system and is published twice a year. It is indexed in different platforms and databases of scientific journals, both nationally and internationally.

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Advanced public relations: enhancing a reflexive and educational approach

Teresa Ruão & Ana Belén Fernández-Souto

2020 | CECS - UMinho

ISSN:ISSN: 1645-2089 (print) | 2183-3575 (online)

This special volume of the Comunicação e Sociedade journal explores an approach to the advanced public relations studies. In order to help the reader to follow this vision on public relations (PR) – following Fombrun and Shanley’s advice in the article “What’s in a name? Reputation building and corporate strategy” (1990) –, these introductory remarks explain the meaning given to the concept and go back to PR essentials. To that end, Hutton’s 1999 text was taken as the reference paper to the definition of public relations as “managing strategic relationships” between organizations and stakeholders. Although it is a classic definition (Grunig & Todd, 1984), its holistic vision accommodates the most recent debates.