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The two way symmetrical public relations and digital communication technologies: Between theory and praxis / Dvosmerni simetrični odnosi s javnošću i digitalne komunikacione tehnologije - između teorije i prakse
(Institut za usmeravanje komunikacija, Novi Sad i Univerzitet u Beogradu - Fakultet političkih nauka, Beograd, 2015)
This article discusses how PR profession adapts to the new communication technologies, namely the potential of social media for establishing reciprocal relations between clients and publics. Methodologically based on a ...