Italian public relations in a changing world: Historical overview, current questions and future challenges

The aim of this paper is to try to fill the gap of studies in international public relations by providing more information on the history and development of public relations in Italy. It presents, through an historical overview, the ways that Italian public relations has been conceived and practised. It also discusses current trends and other questions related to the profession, including some examples of best public relations practices. It then concludes by introducing some of the main future professional challenges as a result of the process of globalisation.