
In many respects, the public relations domain is still considered a Cinderella: in practice, it is often subject to the contempt of marketing practitioners; in academic communities, it is regarded as marginal by scientists representing old consecrated paradigms. At the same time, we should always remember the key moral of Perrault’s fairy tale, which was the commandment of acknowledging the truth and true value. In our position as educators and promoters of public relations science, we live in the hope that this “Cinderella” of the communication sciences will hopefully be recognised for its virtues. We also trust that our view on the responsible mandate of this discipline would be shared within a common Europe-wide area of Public Relations.