Plea for the End of PR (Plädoyer für ein Ende der PR)

Kommunikationsmanager, No. 2, pp. 48-52, 2011

4 Pages Posted: 23 Jun 2011

See all articles by Holger Sievert

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Date Written: January 19, 2011


The title may seem odd for an article based on the inaugural address of someone beginning a professorship in PR. The author's aim, however, is to show that isolated, independent PR can have no future.

The paper describes the limited independence of PR throughout its long history, the rapidly changing context and tasks of PR and the lack of a real need for isolated, independent PR in society, business and the academic world. This is contrasted with the real need for an integrated approach combining PR with other management and communication tasks in companies, a model that the author calls "Integrated Stakeholder Communication". The article concludes by examining the changes that have to be made in PR education and training to achieve the goals put forward.

Note: Downloadable document is in German.

Keywords: PR, advertising, communication, training, education, business

JEL Classification: Z00, Z10

Suggested Citation

Sievert, Holger, Plea for the End of PR (Plädoyer für ein Ende der PR) (January 19, 2011). Kommunikationsmanager, No. 2, pp. 48-52, 2011, Available at SSRN:

Holger Sievert (Contact Author)

Macromedia University ( email )

Head of Media School
Bruederstr. 17
Cologne, 50667


Technische Universitaet Munchen (TUM)

Arcisstr. 21
Munich, 88045


University of Cambridge

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom


Institute for Public Relations

PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611.8400
United States


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