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This concise book on agile and Scrum offers an alternative methodology for project planning in the communication branch in which flexibility is embraced and formalized. Dynamics and change are no longer obstacles, but simply elements of the method. Scrum was invented by two organization scholars and further developed in the information technology industry. Today, it is applied in many disciplines, but scarcely at all in the field of communication. That is expected to change swiftly. Scrum is now being applied experimentally in communication and users are highly enthusiastic

Introduction: Applying social theory to public relations / Øyvind Ihlen and Betteke van Ruler -- On Beck : risk and sub-politics in reflexive modernity / Magnus Fredriksson -- On Berger : a social constructionist perspective on public relations and crisis communication / Mats Heide -- On Bourdieu : public relations in field struggles / Øyvind Ihlen -- On Foucault : a toolbox for public relations / Judy Motion and Shirley Leitch -- On Giddens : interpreting public relations through Anthony Giddens' structuration and late modernity theory / Jesper Falkheimer -- On Goffman : researching relations with Erving Goffman as pathfinder / Catrin Johansson -- On Habermas : understanding and public relations / Roland Burkart -- On Latour : actor-network-theory (ANT) and public relations / Piet Verhoeven -- On Luhmann : contingency, risk, trust, and reflection / Susanne Holmstrøm -- On Mayhew : the demonization of soft power and the validation of the new citizen / Richard Stanton -- On Putnam : bowling together--applying Putnam's theories of community and social capital to public relations / Vilma Luoma-aho -- On feminist theory of public relations : an example from Dorothy E. Smith / Lana F. Rakow and Diana Iulia Nastasia -- On Spivak : theorizing resistance--applying Gayatri Chakravorty Spivak in public relations / Mohan Jyoti Dutta -- On Weber : legitimacy and legitimation in public relations / Arild Waeraas -- Conclusions on the domain, context, concepts, issues, and empirical avenues of public relations / Øyvind Ihlen and Piet Verhoeven -- Commentary: Linking sociology with public relations--some critical reflections in reflexive times / Günter Bentele and Stefan Wehmeier

Communication is developed in our relation to others and in relation to what happens in the social context. It is therefore not neutral but mediates people's relationships and practices. Technological transitions, economical changes, medical advancements, environmental turbulence, political movements and other evolving circumstances influence public values that shape societies. It is important to analyse the situated meaning of these societal themes in everyday life, and the influence of public relations and strategic communication in this regard. Let's Talk Society - and the society we ́re talking about is in transition to a green and sustainable society, to an inclusive society, to an innovative and reflective society. What is our role as communication professionals in all of this? How can we foster public debate? This book addresses these challenges and offers some answers. The chapters from primarily European countries were selected from a large number of peer-reviewed contributions for the 2016 congress of the European Public Relations Education and Research Association hosted by Hanze University of Applied Sciences in Groningen