Abstract
Throughout the industrialized world, media exposure, grassroots activism and consumerism bring about new challenges for corporate communications. Managers and researchers have to realize that “reasoning will from now on belong to the basic requirements of self-assertion on the market, too” (Beck, 1986: 356). As a consequence, the demand for professional consultancy is growing faster than ever. In Germany, the gross income earned by consulting firms specializing in public relations almost doubled from 109.5 Million DM in 1988 up to 190.5 Million DM in 1992.
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Steinmann, H., Zerfaβ, A., Ahrens, R. (1995). Consultants’ Roles and Responsibilities: Lessons From Public Relations in Germany. In: Von Weltzien Hoivik, H., Føllesdal, A. (eds) Ethics and Consultancy: European Perspectives. Issues in Business Ethics, vol 7. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-0251-3_14
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