The document discusses the state of public relations at the beginning of the 21st century. It notes that while Grunig's Excellence theory describes professional practice, it has critics for being idealistic. Public relations is described as an interdisciplinary applied social science. The document also discusses how communication flows and who designs relationships between journalists, PR officers, and the public. It outlines the history and roots of PR as a profession and its relationship to propaganda. It argues that consumer-oriented PR based solely on buying and selling is ineffective in an economic crisis, and that PR needs to refocus on its mission and role from a system-theoretical point of view.

2. The beginning of the 21st century: Public Relations and Organisational communication at the crossroads (Toward the history: the role of professional public relations in the economic downturn) Kaja Tampere, PhD Poznan, 30.06.2009

5. Communication flow and result: relations Main questions: If communication flow is always full, who fills this flow? And who’s messages are dominant? And – who designs relations? Journalists Public relations officers