The published research shows the profession is facing crucial changes: the existence of new organisational structures better aligned with the social demands; the birth of new techniques to interact with organisations in a more trustworthy manner; and the growing pressure by social groups that act against and for social values, ideas and identities.

Contents: Jorge Da Silva/João Simão: From Integration to Legitimacy: Values and Publics in Public Relations – Philip Michael Young: A History of the Future: Concepts for Telling the Story of Online PR – Anne Linke: Talking with or at Stakeholders? An Empirical Investigation of Architectures of Listening and Structures for Dialogue in the Social Web Build up by Organizations – Gisela Gonçalves/Susana de Carvalho Spínola/Celma Padamo: Graduate Education in Public Relations: A Key Strategy for Professional Affirmation in Portugal – Anne Laajalahti/Jenni Hyvärinen/Marita Vos: Perspectives on Citizens’ Crisis Communication Competence in Co-Producing Safety – Olaf Hoffjann: Participative Public Relations: An Integrative Approach to Participating in PR – Johanna Stenersen: Empowered Spaces: The Political and Everyday Life – Diana-Maria Cismaru/Diana-Luiza Dumitriu: The Impact of Competitions’ Success or Failure on the Online Reputation of Sport Teams: A Tool of Analysis – Katerina Tsetsura: Communicating Public Values in a Young Democracy: Successes and Failures of Western Donors to Support Ukrainian Independent Media – Hagen Schölzel/Howard Nothhaft: Strategic Public Relations versus Public Values? The ‘Swarming’ of German Defense Minister Zu Guttenberg – Joel Rasmussen: The Challenge of Improving the Public Representation of Mental Illness: A Case Study of Crime Reporting, and a Call for Radical Change – A. Banu Bıçakçı/Pelin Hürmeriç: Turkish Universities’ Adoption of Social Media for Dialogic Communication – Jan Niklas Kocks/Juliana Raupp: Social Media and Juridical Constraints: Possibilities and Limitations of Digitized Governmental PR in Germany – Tatiana Nunes/Mafalda Eiró Gomes: Alzheimer’s Disease Health Literacy: A Challenge for Communication Professionals – Stefania Romenti/Chiara Valentini/Grazia Murtarell/Eleonora Cipolletta: A Reputation Measurement Model for Online Stakeholders: Concepts, Evidence and Implications – Sarah Justine Williams: Panacea for the Public Sphere? The Use of Social Media in the Public Sector in the UK – Sónia Pedro Sebastião: Digital Communication Strategies: The Example of the Portuguese PR Consultancies Websites – Peter Winkler/Stefan Wehmeier: New Modes of Participation in Online-PR: Understanding Texto-Material Networks – Joan-Francesc Fondevila-Gasco´n/Ana Beriain-Ban~ares/Josep-Lluís Del Olmo-Arriag: Public Relations and the Use of Interactivity in Digital Press and in Social Media: A Comparative Analysis – Dee Goldstraw: Can PR Practitioners Build Positive Journalist Relationships Via Social Media? – Astrid Spatzier/Laura Moisl: Social Media Meet Dialog? Analyzing the Communication Activities of Companies on Facebook – Susana De Carvalho Spinola: Strategic and Tactical Role of Public Relations: A Framework Proposal.