| Summary: | This study intends to explore and give insight in how the Swedish PR-profession has evolved due to digitization, in reference to the science expectations of the professions evolvement.Through qualitative interviews, six Public Relations practitioners has supplied this study with the empirical basis which with an interpretive analysis generates a comprehensive insight into the Swedish public relations profession. This study has analyzed the PR-practitioner’s descriptions of their communicative activities through Grunig and Hunts (1984) four communicative models and with consideration to social contexts. The digitization and the emergence of social media is described by science as the beginning of a new communicative paradigm, which entails a development towards symmetrical dialogue that will generate mutual understanding between the organization and stakeholders (Grunig, 2009). This analysis shows that the Swedish public relations profession exhibit tendencies to evolve with scientific prophecy. The study also shows that the organizations still widely don’t operates with the symmetrical two-way model.
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