Contemporary PR: Communication Perspectives and Challenges in the Context of IMC, Branding and New Consumers

The author aims to explore some of the main perspectives of contemporary PR in the general conceptual framework of Integrated Marketing Communications (IMC), branding and new consumers. On the one hand, PR makes constant attempts to emancipate itself as a main key strategic discipline in the communication process, while on the other hand the modern concept of branding requires total integration of all disciplines in the IMC, with a common direction towards the new consumer.