Evolution of PR: the skills needed for practitioners in nowadays

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dc.contributor.author Gjerazi, Blerina
dc.date.accessioned 2017-05-23T11:44:13Z
dc.date.available 2017-05-23T11:44:13Z
dc.date.issued 2017
dc.identifier.issn 1848-4298
dc.identifier.uri https://dspace.aab-edu.net/handle/123456789/1039
dc.description.abstract This paper will be focused on the evolution of the profession of the public relations, identifying the skills needed by practitioners to provide their professional experience or to be a potential candidate to be employed in this profession. Through the analysis of 60 job vacancies of various agencies the paper addresses the following questions: How did the development of technology and social media have influenced the traditional practices of public relations?; What is the role of PR in social media?; What are the skills and abilities the practitioners of PR must have? Using the theories of communication and public relations intertwined with empirical evidences, the paper suggests that social media have affected the evolution of the profession, but did not reduce the importance of traditional practices of public relations. Growing demands of qualifying criteria for the PR practitioners encourages discussion of the acquisition of multi qualities and skills of pros, as well as about their role in the integration and strategic decision making. en_US
dc.language.iso en en_US
dc.publisher Kolegji AAB en_US
dc.rights info:eu-repo/semantics/openAccess
dc.subject Public relation en_US
dc.subject social media en_US
dc.subject online PR en_US
dc.subject traditional PR en_US
dc.title Evolution of PR: the skills needed for practitioners in nowadays en_US
dc.type Article en_US

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