Abstract:
Understanding that “Public Relations” represent a dynamic and evolving practice, a
number of influential professional associations (PRSA, CIPR, CPRS) embarked, in the last 10
years, upon the mission to redefine the notion. This debate has consequences both on the
communities of practice in PR, and on the education of future professionals. While the debate
includes an increasing number of ideas, the social media evolution puts pressure on the
communication sciences area, to acknowledge and formalize addition al tasks for the PR
practitioners. The paper looks into the results of the debate and reflects upon the teaching and
research that should follow the attempt to revolutionize the PR profession and practice.