International communication is becoming ever more important for small and medium sized businesses. Nevertheless, it often fails to function as it should. The main challenge for the next few years is to successfully apply internationalisation not only to brands and products, but to communication....

In Austria and Switzerland, Centers of Excellence for PR have been developed which are now known throughout Europe. PR and Communications Management Qualifications are the order of the day for communications experts in the Alpine countries. But the education and job markets are restricted and...

Undergraduate courses in PR in Germany have improved in recent years. Many universities and technical colleges have expanded their existing PR courses or created new ones. But there still remains a lot of work to be done. Furthermore, applicants are now faced with an overwhelming array of...

Globalisation places increased demands on PR professionals. But in the age of internationalisation, they have lagged behind experts in other areas when it comes to international expertise. The future generation, however, now has the chance to focus on international PR from the very start of...

To remain competitive in a more and more interactive world, organisations need to align their actions with new social developments. The main role of Public Relations (PR) is to seek legitimacy to act not only to external stakeholders of an organisation, but also to the internal ones. Social...

From the earliest days of PR history, PR professionals have restricted their specific contribution to the communicator’s role; they saw themselves as experts in storytelling, in ‘packaging’ the corporate mission or politics, rather than rooting their own activities deep in the heart of...

In today’s media society, political communications play an essential role within the scope of politics. It has become a necessity for political actors in modern democracies to inform and involve citizens in the process of political decision-making, as there is a need for legitimisation towards...

"[…] to exist is to change, to change is to mature, to mature is to go on creating oneself endlessly." (Bergson, 1911: 7). Whilst these words were originally referring to "a conscious being" (Bergson, 2011: 7), they can also be applied to organisations. They are facing new threats and...

The significance of international corporate communications (ICC) is growing, and the complexity associated with it is increasing. PR professionals are more and more engaged with international multicultural comparisons and models. Nevertheless, systematic understanding of international corporate...

This paper offers a systematic analysis of the journalism in Europe and examines whether such journalism can be conceptualized as European. While European economic and political integration has considerably advanced since the 1990's, in communication terms Europe still remains a great challenge....