Introduction

Challenges and opportunities for public relations. Training, research and health

Abstract

This article focuses on the challenges and opportunities in public relations today, especially in the field of health care, but also in training and research. Public relations is a growth area particularly in demand in the field of communication, incorporating new strategies, tactics and skills in a variety of professional fields. In this article, we give a theoretical and practical outline of the current state of knowledge in this field, including key terms and concepts, an analysis of the role of public relations in management, organisational and academic contexts, and various significant national and international health communication case studies.