A First Look for Parameters of Public Relations in Europe

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Journal of Public Relations

Research

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A First Look for Parameters of

Public Relations in Europe

Betteke van Ruler , Dejan Vercic , Gerhard Bütschi &

Bertil Flodin

Published online: 19 Nov 2009.

To cite this article: Betteke van Ruler , Dejan Vercic , Gerhard Bütschi & Bertil Flodin

(2004) A First Look for Parameters of Public Relations in Europe, Journal of Public

Relations Research, 16:1, 1-34, DOI: 10.1207/s1532754xjprr1601_2

To link to this article: http://dx.doi.org/10.1207/s1532754xjprr1601_2

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A First Look for Parameters of Public

Relations in Europe

Betteke van Ruler

Communication Sciences and Communication Management

Free University of Amsterdam, The Netherlands

Dejan Vercic

University of Ljubljana

and

Consultant

Pristop Communications

Gerhard Bütschi

Consultant

Strategic Public Relations and Communication Planning

Bertil Flodin

Consultant

Strategic Public Relations, Social Intelligence, and Crisis Communication

Teaching of public relations in Europe is largely U.S. oriented. The question that is

addressed in this article is whether this also applies to the practical and academic ap￾proaches in this area. If not, what else could typify European public relations practice

and academia? A Delphi panel, consisting of experts in research, education, or both

from 25 countries in Europe, identified 4 characteristics of European public rela￾tions: managerial, operational, reflective, and educational. The participants of this re￾search project prefer to view these 4 as a means of defining the domain, and they see

these as interrelated. This could be the start of an in-depth study of typical aspects of

public relations in Europe.

JOURNAL OF PUBLIC RELATIONS RESEARCH, 16(1), 35–63

Copyright © 2004, Lawrence Erlbaum Associates, Inc.

Requests for reprints should be sent to Betteke van Ruler, University of Amsterdam, Kloveniers￾burgwal 48, 1012 CX Amsterdam, The Netherlands. E-mail: [email protected]

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