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As organisations seek legitimacy in a fast-moving, interconnected and changing world, how do public relations help them to manage their identity, responsibilities and impact on society ? In a more interactive society, organisations need to align their actions with social demands and values. If the main role of public relations is to build trust and influence opinionmakers, media, the public and the political agenda, what are the constraints and limitations at play here, and what is the impact on ethical principles ? The published research shows the profession is facing crucial changes : the existence of new organisational structures better aligned with social demands ; the emergence of new techniques for interacting with organisations in a more trustworthy manner ; and growing pressure by social groups acting both for and against particular social values, ideas and identities.
