Why PR needs to redefine itself if it is going to continue to play a role in society

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Many scholars and PR practitioner have proposed that the ‘traditional definition’ of Public Relations is now sufficient to the needs of the new century and the PR needs to redefine itself if it is going to continue to play a role in society.

Explain the reasons why this argument has been proposed. Then provide several possible ways of how PR can be redefined in the future. Please use case studies, theory, media article or topical events to support the argument.

2000 words essay.
Please include references.

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