Corporate Public Relations: Characteristics and Development Trends in XXI Century

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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


Section: Advertising and Public Relations

The author researches actual corporate Public Relatwns in 21st century in economic and communication aspects and reveals the characteristics of corporate communication based on an analysis of recent data, and describes the gap between the theoretical and the practical realities of the domestic corporate PR, defines it as a competence divide and also describes the prospects for the development of corporate Public Relations in Russia and in the world influenced by Web 2.0.

Keywords: corporation, Public Relations, the Internet, Web 2.0, wikinomics, peer production model, the subject-to-subject model of Public Relations, prosumer, collaboration, competence divide