Public relations and communication. Exploring opportunities in an interconnected world

This paper is about the challenges and opportunities of public relations nowadays, especially concerning new mass media and social media. The public relations task is as important as ever and in particular in the field of communication, incorporating new strategies, tactics and skills, associated with the use of mass media and, increasingly, social networks. We propose a radiography of the role that public relations play in the digital world, both from a theoretical point of view, and as used by public and private sector organisations. This issue of the journal includes several case studies of the communicative treatment of approaches used for specific audiences by different organisations.