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

Abstract

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