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Relaciones Públicas, nuevos paradigmas ？más dudas que certezas?Keywords: brand pr, communicational management, communication plans, corporate communication, corporate image, corporate reputation, dircom, financial communication, internal communication, issues management, marketing communication, new technologies, organization, political communication, professional council of public relations of argentina, professional ethics, public, public opinion, public relations, responsibility, social corporate stakeholders, social media, social networks. Abstract: the publication aims to contribute for the continuous formation of corporate communication professionals, from an approach to the discipline and its particular features. corporate communication subjects have been approached from a strategic perspective considering its incidence in the corporate reputation. then, management keys of professional practice are explored. in addition, the text approachs to specific issues like social media management, which redefines the schemes of entailment with the public and the use of communication tools with a shift of paradigm for the organization. in its second edition, the publication achieves the challenge to generate qualifed public relations contents from the entailment of the academic and professional scope, in a publishing co-production between the faculty of design and communication and the professional council of public relations of argentina.
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