Introduction to the Volume

This book is the result of the fruitful discussions and intellectual exchange among scholars, PhD students and professionals in public relations and strategic communication during the excellent Congress of the European Public Relations Education and Research Association (EUPRERA) organised by the University of Vienna and the Vienna University of Economics and Business from September 21 to 23, 2022. EUPRERA is an association with nearly 550 members from 50 countries interested in advancing academic research and knowledge in strategic communication. The EUPRERA Congress in Vienna had the title “Public Relations in the Risk Society.” The call for papers invited scholars to reflect on the challenges that technological development and globalisation have posed in terms of new forms of risks to be faced. The role of public relations can be crucial in a society where uncertainty, insecurity and crisis situations prevail. In our contemporary communicative ecosystem, the need for effective crisis communication has become of paramount importance. The speed and velocity of information exchange in today's digital ecosystem magnify the impact of corporate crises and require skilful management of such disruptions, not only to maintain operations but also to protect reputational capital. Crises can no longer be considered rare disruptions.