PR in public administration: greater recognition is overdue
Communications practitioners in government and other public bodies are confronted by many complicated demands. Yet all too often their work is undervalued. Public relations as a term and as a business is changing rapidly, due both to the impact of IT innovations and the diversification of businesses and services in the global market. The essence of PR as we knew it a few decades ago has been transformed into something we can, in the broadest sense, call communication. The fact of the matter is, we are working within a conglomeration of communication practices, from media relations to digital marketing and augmentative reality. Luckily for us, everybody understands communication as the most precious tool in the process of doing business. The geopolitical and economic framework of the 21st century…