Public Relations and Collaboration

The Public Relations industry is changing fast, representing more global clients, using more consultants and increasingly relying on technology to help get the message out. New business paradigms have changed the way managers, account executives, art directors and PUBLIC RELATIONS AND COLLABORATION: THE ROLE OF PUBLIC RELATIONS AND COMMUNICATIONS SUPPORTING COLLABORATION IN A COMPLEX, CONVERGING WORLD By Roger Hayes Past President, IPRA, 1997 and Member Emeritus Foreword by Robert Grupp IPRA Pre

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PUBLIC RELATIONS AND COLLABORATION: THE ROLE OF PUBLIC RELATIONS AND COMMUNICATIONS SUPPORTING COLLABORATION IN A COMPLEX, CONVERGING WORLD By Roger Hayes Past President, IPRA, 1997 and Member Emeritus Foreword by Robert Grupp IPRA President, 2008 IPRA Gold Paper No. 17 IPRA Public Relations World Congress Beijing, People’s Republic of China November 2008 5 Acknowledgements 8 Foreword 12 Note on terminology 13 Introduction 18 Globalisation – context and catalyst 24 Public Relations and Related Literature – Combining rigour and relevance 33 Key concepts 34 Relationships 37 Collaboration 40 Business / Corporate Diplomacy 45 Conclusion 47 Bibliography ... - tailieumienphi.vn

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