Cover -- Contents -- Introduction -- PART I - PUBLIC RELATIONS PRACTICE: INTERNATIONAL CONTEXTS AND REFLECTIONS -- History of Public Relations in Turkey Narrated by the Founders: The Early Years - B. PINAR ÖZDEMIR, Melike AKTAŞ YAMANOĞLU & G. SENEM GENÇTÜRK HIZAL -- Professional Moral and Ethics as a Crucial Aspect of Professionalization: Main Developments and Trends in the Professional Field in Germany During the Last Decade - Günter BENTELE & René SEIDENGLANZ -- Professional Standards in Public Relations Discipline: A Research on Workers of Corporate Communication Department - Ş. Güzin ILICAK AYDINALP -- International Comparative Research in Public Relations: A Report on Three Countries - Slovenia, Croatia and Serbia - Dejan VERČIČ & Ana TKALAC VERČIČ -- Public Relations in Portugal: a Lack of Understanding of the Concept or an Unrecognized Profession? - Kelly PEREIRA -- The Role and Function of Public Relations in the Czech Republic - Denisa KASLKOLLMANNOVÁ -- Public Relations in Portugal: Mapping the Status of Higher Education - Gisela GONÇALVES, Susana DE CARVALHO SPÍNOLA & Celma PADAMO -- PART II - PROFESSIONALIZATION OF PUBLIC RELATIONS: NEW DILEMMAS, CONCEPTS AND CHANGING PERSPECTIVES -- Frontline Public Relations Practitioners: Trust-building through Multicultural Competence and Dialogue - Susanna MAGNUSSON -- PR and Global Interculturation: Methodological Challenges for (Cross-)Cultural PR Research - Alex FRAME -- Branding in International Governmental Communications: Innovative Approach or Passing Fashion? - Birte FÄHNRICH -- PR Practitioner Roles Revisited - Christian FIESELER, Christoph LUTZ & Miriam MECKEL -- Mapping the Future of the Public Relations Profession: Contrasting Perceptions of Next Generation Professionals and Experienced PR Practitioners across Europe - Ansgar ZERFASS & Katharina SIMON.

The Application of Bourdieu's Concept of "Field" to Public Relations Professional Field - Kristel ABEL & Kaja TAMPERE -- Does it Pay to Work for an Employer with a Poor Reputation? The Influence of Employer Branding and Reputation on Attractiveness to Employees - Wim J.L. ELVING, Laura NOTEBOOM & Fabienne VAN ACQUOY -- PART III - DIGITAL PUBLIC RELATIONS: NEW CHALLENGES FOR PRACTIONNERS AND RESEARCHERS -- The Power of Publics in Strategic Public Relations: The Effect of Social Media on Formation of Publics - Çiğdem KARAKAYA ŞATIR & Zuhal GÖK DEMIR -- The Institutionalization of Social Media: A Comparative Study of Profit and Non-Profit Organizations - Olaf HOFFJANN & Jeannette GUSKO -- Digital Public Affairs: A New Way of Strategic Framing, Dialogical Communication and Transparent Lobbying? - Martin HÖFELMANN -- "I'll Tweet my representative!": Antecedents of Social Media Use Among German Parliamentarians - Christian Pieter HOFFMAN, Miriam MECKEL, Giulia RANZINI & Anne SUPHAN -- Recruiting for PR 2.0 - Sarah WILLIAMS, Simon COLLISTER & Jennifer CHALLENOR -- The Use of Corporate Video as a Communication Tool in the Digital Age - Veerle VAN ASSCHE & Ilse R. VAN LOOVEREN -- Notes on Contributors.