Priorities for Public Relations Leaders

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Throughout the history of Public Relations, many academics and professionals have been concerned about the social function of the discipline. One of the research focuses that persists, now more than ever from various points of view, is on the relevance of communication strategies in processes of social change. This focus derives from the European doctrine of Public Relations whose main reference is Lucien Matrat, focused on the social subject. Even Ferguson, addressing a perspective from management, highlights that to understand relationships it is required not only to understand the communication process and its effects, but also to understand the different actors within the communication process and their social context. One of the priorities, and at the same time emerging challenge for public relations leaders, is how to address diversity and multiculturalism in the public sphere, society and organizations from this anthropological perspective. This topic provides the possibility of a broad and interesting debate that can enrich research on the management of relationships between different social actors.