A first look for parameters of public relations in Europe

Teaching of public relations in Europe is largely U.S. oriented. A study has been conducted to determine whether this also applies to the practical and academic approaches in this area. A Delphi panel, consisting of experts in research, education, or both from countries in Europe, identified four characteristics of European public relations, namely, managerial, operational, reflective, and educational. The results of the Delphi project are examined from two perspectives. In the first round it became obvious that most participants see public relations as a specialized management area. For that reason the second questionnaire was composed of questions on professionalization. For almost all participants, public relations is to be seen as a professional domain and almost all of them preferred to view public relations as a specialized management area. Contrary to the view expressed by the majority of the participants on the aim and the potential of public relations, no one stated that CEOs favor public relations for the purpose of building mutually beneficial relationships. A conclusion may be that a good public relations professional is a person with a good network, having good communication skills, knowing how to use information and dialogue, and being sensitive to trends.