Public Relations
Communication, Organizations and Society
DOI:
https://doi.org/10.4000/cp.112Keywords:
public relations, profession, education, interviews, PortugalAbstract
This article aims to justify the importance of public relations profession in contemporary society, highlighting education, skills, values, functions, services provided by public relations consultant, as well as the need for association and understanding of digital communication, assumed to be its big trend. Based on a literature review and ten semi-structured interviews to Portuguese consultants, affiliate members of APECOM, we conclude that the sector is increasingly recognized in Portugal, requiring, however, the dynamics of their association to promote the connection of practice to academia.
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