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PR Theory and Practice in Innovative Discourse (Part 2)

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Marina G. Shilina

PhD in Philology, Researcher at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: marina.shilina@gmail.com

Section: Advertising and Public Relations

In the article the results of the innovative approach to creation the newest theoreti­cal paradigms of the theory of public relations in the sphere of its new subjects is offered for the first time. The author researches these new subjects, such as Academic Public Relations (APR) and Scientific Public Relations (SPR), puts forward a complex of definitions and models of communication in this sphere.

Keywords: intellectual economics, knowledge-intensive communication, innovation, Public Relations as a system, Academic Public Relations (APR), Scientific- Public Relations (SPR)