Whether they are companies, universities, associations or public institutions – almost every organisation faces the challenge of communicating with different target groups. But what exactly does public relations (PR) involve? How does public relations differ from marketing? And what role do trust, reputation and credibility play in an increasingly digitalised world of communication?
The latest episode of the ‘Einfach Forschung’ podcast from Ostfalia University of Applied Sciences explores the importance of strategic communication and examines how technological developments are changing the work of communications professionals.
“EF043: Public Relations Today: Profession, Impact and Future”
The guest is Prof. Dr Lisa Dühring, Professor of Strategic Communication at Ostfalia’s Salzgitter campus. Together with presenter Prof. Dr Heinz-Dieter Quack, she discusses the tasks, objectives and challenges of modern public relations, as well as career paths in the communications industry.
Between Reputation, Influence and Artificial Intelligence
In the discussion, Lisa Dühring explains the roles public relations plays within organisations and why the discipline is often misunderstood. The conversation also touches on the provocative question of whether PR is actually the “dark side of power ”.
Furthermore, the podcast episode discusses the impact of artificial intelligence on the communications industry. Which tasks can be automated in future? Which skills will remain indispensable? And how are new technologies changing strategic communication?
Listen to the new podcast episode now
The episode ‘Public Relations Today: Profession, Impact and Future’ is now available on all major podcast platforms – including Spotify, Apple Podcasts and other providers.
https://linktr.ee/einfachforschung (external link, opens in a new window)
‘Einfach Forschung’ is the podcast from Ostfalia University of Applied Sciences. Every two weeks, researchers and experts from academia and industry discuss current social, technological and scientific developments. Hosted by Prof. Dr Heinz-Dieter Quack, the podcast provides accessible and practical insights into topics such as digitalisation, mobility, sustainability, communication and applied research.
