The subject of institutionalisation is a central aspect of the current debate, which unfolds both at the scientific and professional level, on the influence that public relations/corporate communication have on the strategic management of private and public organisations.
This book contains the proceedings of the International Congress of Euprera, which was held in October of 2008 in Milan, Italy, and dealt with the subject of “Institutionalising Public Relations and Corporate Communication”.
The proceedings are organised in two volumes.

Volume 1 has to do with the topic of institutionalisation, which is the pivot around which all the contributions to the Congress are centred: the process of institutionalisation of public relations/corporate communication is dealt with by analysing the many different aspects which it is made of.

Volume 2 has to do with the conceptualisation and the specific city of the various subjects related to the institutionalisation issue, ranging from the broadest topics, such as the organisational theory and the theory of the firm, to more specific ones, such as internal communication and crisis communication, which make up the public relations/corporate communication profession.

Emanuele Invernizzi
Toni Muzi Falconi
Stefania Romenti
Edited by

Emanuele Invernizzi is professor of Corporate Communication at IULM University of Milano, Italy, where he is director of the Institute of Economics and Marketing. He is president elect of Euprera and member of the executive committee of Ferpi (Italian Federation of Public Relations).

Toni Muzi Falconi is delegate for international relations of Ferpi and is director of Methodos, an Italian management consultancy. He teaches Public Relations at LUMSA University of Rome, Italy, and Global Relations and Intercultural Communication at NYU, New York, USA.

Stefania Romenti, PhD, is assistant professor of Corporate Communication at IULM University of Milano, Italy, where she teaches Public Relations at the Feltre branch. She is delegate for public relations and communication measurement of Ferpi.