Engaging universe 4.0: The case for forming a public relations-strategic intelligence hybrid
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Título: | Engaging universe 4.0: The case for forming a public relations-strategic intelligence hybrid |
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Autor/es: | Santa Soriano, Alba | Torres-Valdés, Rosa-María |
Grupo/s de investigación o GITE: | Marketing Experiencial, Eventos y Comunicación Integrada (MAE-CO) | Comunicación y Públicos Específicos |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Comunicación y Psicología Social |
Palabras clave: | Public relations | Strategic intelligence | Universe 4.0 | Disruption | Engagement | Hybridity |
Área/s de conocimiento: | Comunicación Audiovisual y Publicidad |
Fecha de publicación: | jun-2021 |
Editor: | Elsevier |
Cita bibliográfica: | Public Relations Review. 2021, 47(2): 102035. https://doi.org/10.1016/j.pubrev.2021.102035 |
Resumen: | In this article we follow a range of significant academics, practitioners and policy makers in highlighting the need to engage with the disruptive digital transformation of the fourth industrial revolution. Often called universe 4.0, this is an economy based on data that dilutes, in an unprecedented fashion, the boundaries between the physical, biological and digital world in all spheres of society. In having to face up to the uncertainty, complexity and speed associated with this global challenge, organisations of all kinds will be impelled to rethink future skills, jobs and business models. We focus on how this uncertain situation affects public relations. We suggest that the resulting paradoxes and controversies become an opportunity to research and reflect on the past and present of our discipline and redirect attention to the processes, strategies, and tools of intervention required for improved contemporary and future effectiveness. This present study analyses universe 4.0 processes affecting both the practice and the social function of public relations and argues for close linkages with multidimensional strategic intelligences and disruptive technologies based on artificial intelligence. It also involves conducting exploratory qualitative research based on a bibliometric analysis of specialised literature; undertaking content analysis via computational linguistics techniques; and applying Delphi methodology to consider public relations in universe 4.0. Our findings suggest not only that strategic intelligence is under researched in our field, but that a more developed public relations intelligence capable of adapting to universe 4.0 needs to be a hybrid of existing public relations and contemporary strategic intelligence. |
URI: | http://hdl.handle.net/10045/114339 |
ISSN: | 0363-8111 (Print) | 1873-4537 (Online) |
DOI: | 10.1016/j.pubrev.2021.102035 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © 2021 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). |
Revisión científica: | si |
Versión del editor: | https://doi.org/10.1016/j.pubrev.2021.102035 |
Aparece en las colecciones: | INV - MAE-CO - Artículos de Revistas INV - COMPUBES - Artículos de Revistas |
Archivos en este ítem:
Archivo | Descripción | Tamaño | Formato | |
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Santa_Torres_2021_PublicRelationsRev_final.pdf | 2,52 MB | Adobe PDF | Abrir Vista previa | |
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