Promoting the PR profile

A perspective on public relations education in Europe

The article on the 2012 European Communication Monitor in this issue reminds me of one of the most interesting results of last year’s Monitor: the fact that communication professionals across Europe report negative connotations of ‘public relations’. As a consequence, most communication professionals favour alternative labels for the profession – especially corporate communications, strategic communication and communication management (personally, my favourite expression). The terms ‘integrated communication’ and ‘organisational communication’, often used by academics, seem to be less popular in the professional field.

Nina Volles

Nina Volles has been managing director of the Executive Master of Science in Communications Management (EMScom) Programme at the Università della Svizzera italiana (USI) in Lugano, Switzerland, since 2004. Before joining the University, she worked in corporate communications for over 10 years. As of 2008, she has also been Secretary General of the Global Alliance for PR and Communciation Management, which is hosted at USI.