Call for papers

ZER. Journal of Communication Studies. (61)

“Public Relations in the Age of Chaos: Professional Reconfigurations, Ethical Dilemmas, and Communication Strategies Amid Global Unrest”

- Guest Editors: Ana Ibáñez-Hernández, Universidad de Alicante; Juan Manuel Corbacho Valencia, Universidad de Vigo y Guillem Marca Francés, Universitat Autònoma de Barcelona.

- Submission deadline: May15, 2026.

- This special issue will be published in the number 60 of ZER Journal of Communication (November/December 2026).

- Author guidelines

The first half of the 21st century has been marred by an unstable environment, which has been called the “Age of Chaos” by international organisations such as the UN. This period is characterised by systemic global crises, disinformation flows that erode public trust, political and social polarisation, and radical transformations in media and technological ecosystems. Moreover, this context poses unprecedented challenges for communication disciplines, especially Public Relations, which are being forced to rethink their epistemological foundations and professional practices. Beyond its operational aspects, Public Relations must become a strategic and critical field of knowledge capable of interpreting complexity, mediating between diverse actors, and contributing to social cohesion.

This special issue is intended as a space for reflection on the role of Public Relations in chaotic periods. Its aim is to explore points of agreement, as well as the tension between theory and practice, and to offer interpretative frameworks that might be useful for academics and professionals. The proposed lines of research reflect the need to carry out the following activities: re-examine the conceptual foundations of the discipline; analyse its response to perilous phenomena; deepen the relationship between social responsibility and activism; explore new communication languages; strengthen the ethical commitment; and finally, reconsider the type of education and training needed in a global scenario defined by uncertainty.

One of the first areas of discussion is related to the epistemological foundations of this discipline. Chaos theory has been used as a metaphor for understanding image management and knowing why it is impossible to achieve absolute control over public perception (Murphy, 1996). In addition, complexity theory provides a framework for addressing the interdependence of digital social networks and the communication flows that arise within them (Valentini, 2021). The COVID-19 pandemic clearly showed that digital platforms have become decisive spaces for constructing shared situational awareness (Shahbazi et al., 2023), and for reopening debates related to audiences, stakeholders, and legitimacy (Míguez-González, 2007). These viewpoints enable a reinterpretation of notions such as identity, reputation, and trust which, in turn, allows these concepts to be adapted to turbulent scenarios where new actors emerge, and where divergent social contexts are shaped by climate emergencies, worldwide political instability, and information disorders. Moreover, these tumultuous situations, which are increasingly influenced and accelerated by technological advances, have real-life consequences for citizens.

At the same time, this discipline faces the challenge of managing perilous phenomena that go beyond traditional response frameworks. Research into strategic communication has shown that decisions made during crises directly influence reputation and public trust (Coombs, 2015; Xifra, 2020). However, corporate social responsibility, which can act as a resource to bolster legitimacy, could also become a risk factor unless it is based on coherence and credibility (Coombs & Holladay, 2020). Given the scenario, the emotional aspect becomes especially relevant, as it shapes the way citizens receive messages and influences the effectiveness of institutional responses (Jin et al., 2012). Recent studies have also highlighted tension in institutional communication in high-risk contexts (Sataoen & Eriksson, 2021), as well as the effects of entropy on organisational crisis management (Martínez Solana & Túñez-López, 2021), and the role of social media in early detection of problems and collective learning (Lozano-Recalde, 2024).

Corporate social responsibility and activism are other key issues. Their potential to foster legitimacy and transparency is undeniable (Costa-Sánchez & Peñafiel-Saiz, 2024), yet they run the risk of becoming instruments for political, ideological, or purely commercial purposes. Practices such as pinkwashing, greenwashing, and woke-washing illustrate how social commitment can become a superficial strategy that undermines public trust (Vredenburg et al., 2020; Pendelton, 2025). Distinguishing between straightforward initiatives and those motivated by short-term profit is essential for understanding the societal role of Public Relations, and for encouraging communication strategies that strengthen cohesion rather than weaken it.

Another area of particular interest is the new communication languages. In an ecosystem saturated with messages, truthfulness has emerged as a key criterion for sustaining long-term relationships with increasingly fragmented audiences (Johansen & Gregersen, 2024; Ashby-King et al., 2025). However, deceptive practices such as astroturfing have proven to erode organisational credibility (Sisson, 2017). By contrast, hybrid narratives, storytelling, transmedia strategies, and brand activism have the potential to make organisations more humane and bring them closer to audiences, who are increasingly discerning with higher expectations (Keith, 2024; Hou, 2025; Costa-Sánchez, 2014; Asenjo McCabe & Del Pino-Romero, 2023).

In other areas, ethical and deontological considerations cannot be left aside. The accelerated speed of communication and the pressure to enhance visibility have generated unprecedented dilemmas. In fact, image-laundering is a growing challenge for organisational credibility (Lyon & Montgomery, 2015; Koch & Denner, 2025), while the obscurity surrounding certain lobbying practices casts doubt on the legitimacy of institutions and companies (Laboutková & Vymětal, 2023). At the same time, the current digital culture has exposed tension regarding the role of influencers, who sometimes exhibit ethically dubious behaviour (Ramírez-García et al., 2022). Moreover, these scenarios underscore the need to update ethical frameworks and strengthen transparency as a cornerstone of the profession.

Finally, both academia and industry face the challenge of adapting to this growing complexity. Public Relations education must integrate strategic skills, systems thinking, ethical awareness, and mediation competence. Recent studies highlight the importance of enhancing business knowledge and creating stronger links with real-life, professional practice as pillars of the future education of communicators (Ragas, 2023). Likewise, international research has emphasised the need to redefine the social impact of this discipline, and to anticipate the skills required for the future (Adi & Stoeckle, 2023). In Spain, analyses aimed at Advertising and Public Relations degrees underscore the urgent need to update curricula and methodologies, and to incorporate creativity and innovation into digital environments (Baladrón-Pazos et al., 2022).

In summary, this special issue is based on the conviction that Public Relations cannot be limited to an instrument for reputation management. Instead, it must be viewed as an essential and strategic field of knowledge capable of offering solid answers in a world defined by uncertainty. Therefore, its objective is twofold: firstly, to contribute to the academic debate on the epistemology of the discipline; secondly, to recommend practical frameworks capable of guiding professional activity in today’s multifaceted context. In the Age of Chaos, Public Relations can and must play a role that is transformative, thereby contributing to legitimacy, cohesion, and resilience in societies with increasing complexity.

Specific Lines of Research Included in the Special Issue

The theoretical and epistemological foundations of Public Relations in chaotic scenarios. New perspectives for understanding emerging communication roles in times of global disruption. Critical revision of classic paradigms from the viewpoints of chaos theory, systems thinking, or post-structuralism.
Professional strategies for managing complex and multi-causal phenomena. The role of Public Relations in managing reputational risk, uncertainty, and global crises. Resilience, forecasting, and the ability to respond using strategic communication skills.
Social responsibility, corporate activism, and mediation in fragmented societies. The contribution of Public Relations to social cohesion amid polarisation, disinformation, and citizen fatigue. Transparency, legitimacy, and building relationships in adverse environments.
Organisational integrity and new communication languages. Innovative formats, narratives, and practices in saturated media ecosystems. New types of influence, credibility, and connection with fragmented audiences.
Professional ethics and deontological challenges in a tumultuous era. Regulation, transparency, and limits of communicative influence in emerging ethical conflicts, including greenwashing, the effect of influencers, gambling, lobbying, and others.
Professional and academic transformation in new scenarios. Novel skills, profiles, and educational approaches for Public Relations professionals in permanently unstable environments. Updating educational curricula, incorporating hybrid methodologies, and creating links with professional settings.

Questions to Use as Guidelines for Submissions

How can we redefine the Public Relations discipline in light of the new scenario, which is turbulent and worldwide?
What is the contribution of Public Relations to critical situations such as armed conflict, natural disasters, migration crises, and information disorders?
What role does strategic communication play in managing risk, uncertainty, and reputational strength?
How does Public Relations contribute to corporate activism and social responsibility?
What new discourses or formats are emerging with the aim of connecting with increasingly fragmented audiences?
How can Public Relations restore its mediating role in confronting polarisation and disinformation?
To what extent is Public Relations becoming an instrument for economic, political, or ideological purposes?
Where are the ethical and deontological limits of communication and social influence in controversial or highly regulated sectors?
What new skills and tools are needed by Public Relations professionals in order to operate on the verge of chaos? How must academic training evolve in this regard?

References

Epistemological Foundations and Strategies for Crisis Management

Baladrón-Pazos, A.-J., Correyero-Ruiz, B., y Manchado-Pérez, B. (2022). La formación universitaria sobre Publicidad y Relaciones Públicas en España tras 50 años de historia: qué y cómo enseñamos. El Profesional de la Información, 31(1), e310113.

Castillo-Esparcia, A., Carretón-Ballester, C., y Pineda-Martínez, P. (2020). Investigación en relaciones públicas en España. El Profesional de la Información, 29(3), e290330.

Míguez-González, M.-I. (2007). Análisis del uso de los conceptos de público, stakeholder y constituent en el marco teórico de las relaciones públicas. ZER. Revista de Estudios de Comunicación, 23, 183-197.

Murphy, P. (1996). Chaos theory as a model for managing issues and crises. Public Relations Review, 22(2), 95–113.

Shahbazi, M., Bunker, D., y Sorrell, T. C. (2023). Communicating shared situational awareness in times of chaos: Social media and the COVID-19 pandemic. Journal of the Association for Information Science and Technology, 74(10), 1185-1202.

Valentini, C. (2021). Complexity theory as a new lens for digital social advocacy. Public Relations Review, 47(1), 101972.

Strategies for Dealing with Perilous Phenomena

Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58(2), 141–148.

Coombs, W. T., y Holladay, S. J. (2020). CSR as crisis risk: Expanding how we conceptualize the relationship. Corporate Communications: An International Journal, 25(2), 144–162.

Jin, Y., Pang, A., y Cameron, G. T. (2012). Toward a publics-driven, emotion-based typology in crisis communication: Unearthing dominant emotions in multi-staged testing of the ICM model. Journal of Public Relations Research, 24(3), 249–267.

Lozano-Recalde, C. (2024). Seis años de investigaciones de crisis públicas en social media: análisis sistemático y guía de recomendaciones. Revista Mediterránea de Comunicación, 15(2), 253-274.

Martínez Solana, M. Y., y Túñez-López, J. M. (2021). La gestión de la comunicación de crisis en las organizaciones: Efectos de la entropía en el caso BBVA-Villarejo. ZER. Revista de Estudios de Comunicación, 26(50), 151-169.

Sataoen, H. L., y Eriksson, M. (2021). “Striking the right balance”: Tensions in municipal risk-communication management for preparedness. Journal of Communication Management, 27(4), 601-606.

Xifra, J. (2020). Comunicación corporativa, relaciones públicas y gestión del riesgo reputacional en tiempos del Covid-19. El Profesional de la Información, 29(2), e290220.

Social Responsibility, Corporate Activism, and Social Cohesion

Carretón-Ballester, C., Quiles-Soler, C., y Lorenzo-Solá, F. (2023). Social responsibility of Spanish universities for sustainable relationships. El Profesional de la Información, 32(6), e320602.

Cordelier, B., Santillana Butrón, M. C., y Gabino-Campos, M. A. (2023). Responsabilidad social empresarial y la teoría del actor-red: Caso Conga. Revista Internacional de Relaciones Públicas, 13(26), 195-210.

Costa-Sánchez, C., y Peñafiel-Saiz, C. (2024). Comunicación del compromiso social y para la sostenibilidad: análisis multifocal y tendencias. El Profesional de la Información, 33(3), e330301.

González-Bailón, S., y Lelkes, Y. (2023). Do social media undermine social cohesion? A critical review. Social and Personality Psychology Compass, 17(1), e12091.

Pendelton, S. M. (2025). Friend or faux: Testing the perceived authenticity of corporate socio-political activism messages on Instagram through the lens of Black Lives Matter. Public Relations Review, 51, 102558.

Vredenburg, J., Kapitan, S., Spry, A., y Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke-washing? Journal of Public Policy & Marketing, 39(4), 444–460.

Organizational Integrity and New Communication Languages

Asenjo McCabe, S., y Del Pino-Romero, C. (2023). El activismo de marca desde la óptica del sector académico, profesional y consultor. Index.Comunicación, 13(1), 295-319.

Ashby-King, D. T., Truban, O., y Lee, S. Y. (2025). Examining public relations practitioners’ perceptions of authentic organizational social responsibility and advocacy communication. Public Relations Review, 51(4), 102603.

Carral-Seara, R., y Tuñón-Navarro, A. (2020). Estrategia de comunicación organizacional en redes sociales: análisis de la campaña electoral gallega de 2020. El Profesional de la Información, 29(4), e290417.

Costa-Sánchez, C. (2014). La narrativa transmedia como aliada de la comunicación corporativa: estudio del caso #Dropped by Heineken. Comunicación y Sociedad, 27(3), 127-150.

Hou, J. Z. (2025). Storytelling as methodology: Intersecting multicultural voices to decolonise public relations. Public Relations Inquiry, 14(3), 265-286.

Johansen, T. S., y Gregersen, M. K. (2024). The authenticity of organizational-level visual identity in the context of strategic communication. International Journal of Strategic Communication, 18(5), 404–423.

Keith, A. (2024). The power of storytelling in public relations. Journal of Public Relations, 2, 50-61.

Sisson, D. C. (2017). Inauthentic communication, organization-public relationships, and trust: A content analysis of online astroturfing. Public Relations Review, 43(4), 788-795.

Professional Ethics and Deontological Challenges

Jiménez-Sánchez, Á., de Frutos Torres, B., y Margalina, V.-M. (2023). Los efectos limitados del greenwashing en la actitud hacia las marcas. Revista Latina de Comunicación Social, 81, 23-43.

Koch, T., y Denner, N. (2025). Different shades of green deception: Greenwashing’s adverse effects on corporate image and credibility. Public Relations Review, 51, 102521.

Laboutková, Š., y Vymětal, P. (2023). A black-box assessment of institutional quality: The challenge of evaluating lobbying transparency. Policy Studies, 44(3), 336–355.

Lyon, T. P., y Montgomery, A. W. (2015). The means and end of greenwash. Organization & Environment, 28(2), 223–249.

Mas-Manchón, L., y Fernández-Cavia, J. (2024). Differences across generations in the perception of ethical, social, environmental, and labour responsibilities of the most reputed Spanish organisations. El Profesional de la Información, 33(3), e330302.

Ramírez-García, A., Gutiérrez-Arenas, M.-P., y Gómez-Moreno, M. (2022). Maquiavelismo y deseo de querer ser youtuber y/o influencer en las generaciones Z y Alfa. El Profesional de la Información, 31(2), e310214.

Professional and Academic Transformation

Adi, A., y Stoeckle, T. (2023). The future of PR/Comms and their social impact: Results of an international Delphi-method study. Corporate Communications: An International Journal, 28(4), 512–532.

Ragas, M. W. (2023). Developing business literacy in the classroom and the workplace: A Delphi study of corporate communication leaders. Journal of Public Relations Education, 9(1), 82–116.

Roth-Cohen, O., y Ruth, A. (2022). A decade of social media in public relations research: A systematic review of published articles in 2010–2020. Public Relations Review, 48(1), 102154.

Rubio-Romero, P., y Del Pozo-García, L. (2021). La competencia creativa entre el alumnado de los grados en Publicidad y Relaciones Públicas en España. Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes, 19(2), 66–92.

Brief CVs of the Editors

Ana Ibáñez-Hernández holds a PhD from the University of Alicante, and is a professor in the Department of Communication and Social Psychology at the same institution. She also has a Bachelor’s Degree in Journalism from Complutense University of Madrid, and a Master’s in Digital Marketing and Communication as well (ESUMA). Her research focuses on responsible health communication, media literacy against disinformation, the digital divide, and Public Relations from the standpoint of social commitment and sustainability. Professor Ibáñez-Hernández is also a member of the research group known as Responsible Communication at the University of Alicante, in addition to being part of the R+D+i project called USinRED 2, and she is linked to the Artefactos Lab as well. Moreover, she has participated as a researcher on the initiative known as European MSCA visuAAL, and as Chair of the Generational Digital Divide at the University of Alicante.

She has accumulated three full decades of professional experience in project management related to Communications and Public Relations, in addition to Journalism. She currently serves as Vice President of the Journalistic Association of Alicante Province.

Guillem Marca holds a PhD in Communication from Rovira i Virgili University, and is a senior lecturer at the Autonomous University of Barcelona. He also holds a Bachelor’s Degree in Fine Arts (UB), a BA in Advertising and Public Relations (URL), and a Master’s Degree in Communication Management (EAE–UPC). In addition, he was one of the top directors of the communication agency known as Ala Oeste, where he managed accounts for institutions such as the Tarragona Provincial Council, the Spanish Society of Pneumology and Thoracic Surgery (SEPAR), Fundación Respira, and the Spanish Society of Family and Community Medicine (semFYC), among others. Professor Marca also served as Principal Investigator on a national R+D+i project funded by the Ministry of Economy and Competitiveness (MINECO), which focused on communication and the experiences of patients. Moreover, he has taken part in several national and European projects. His current research focuses on the evaluation of communication, as well as communication related to health, artificial intelligence, and sustainability.

Juan-Manuel Corbacho-Valencia is a senior lecturer in the Department of Audiovisual Communication and Advertising (X14) at the University of Vigo. He holds a Bachelor’s Degree in Advertising and Public Relations, and a second BA in Translation and Interpretation from the same institution. He completed his PhD in Communication, Advertising, and Public Relations, also at UV, with a dissertation on communication strategies and advertising translation in Spanish and German for women’s fashion magazines. His main lines of research are consistent with his teaching duties on the Faculty of Social Science and Communication, including Public Relations Techniques, International Advertising, and Public Relations and Protocol. He is the author of numerous book chapters and articles in indexed journals, and he has completed a six-year research term. Professor Corbacho-Valencia belongs to the SEPCOM research group, which stands for Communication Research for Public Service. He has participated in both national and international research, in addition to projects related to teaching innovation, and is part of the Academ-IA Teaching Innovation Group on Artificial Intelligence in Education. He has served as both Dean and Vice Dean on the Faculty of Social Science and Communication, and as Vice-Rector of the Pontevedra Campus.

_____________________________________________________________________________________________________________________

ZER. Journal of Communication Studies. (60)

"Cultural industries and platforms: new economic and political challenges”

Guest Editors:Guillermo Mastrini, National University of Quilmes (UNQ), in Buenos Aires, Argentina; Martín Becerra National University of Quilmes (UNQ), in Buenos Aires, Argentina.

Submission deadline: September 15, 2025.

This special issue will be published in the number 60 of ZER Journal of Communication (May/June 2026).

Author guidelines

Over the last 15 years, a model of production and distribution of cultural content has been consolidated, in which internet platforms have occupied an increasingly predominant place. Their emergence has posed a challenge to the traditional model of cultural industries that has been expressed in a serious crisis of its economic system. Given this panorama, there is a need to reestablish balances between interests and forces in conflict, and in this framework some actors demand greater state intervention in the establishment of new rules of the game. This situation has been revealed to be present in European and Latin American countries in the face of the advent of a platform ecosystem largely dominated by American companies.

The efforts made by the European Union in the DSA and DMA laws sanctioned to protect users and companies in its territory are too recent to show results. In Canada, the Online News Act has achieved little progress and generated various problems for users and small companies. For its part, Latin America has not yet reached a consensus on protection regulations while its cultural industries suffer from the consequences of a peripheral position on the international stage. So far, there is no “Brussels effect” in Latin America.

Meanwhile, the portion of advertising and sales of cultural products and services that is absorbed by platforms is increasing day by day and the income of local cultural industries is threatened.

Likewise, the introduction of generative Artificial Intelligence technologies in the cultural production process alters the functions and relative power of the agents and links that participate in the integral circuit of creation of cultural content. This also strengthens the role of the conglomerates that own the large digital platforms, whose data-extractive business model facilitates the provision of gigantic training banks as a source of new technological developments. Hence, the concentration of power in an increasingly platform-driven sector is a trend that conditions the present and future of cultural production.

The main topics that this monograph will address will be:

- Crisis of the income model of cultural industries

- New emerging business models: is there room for alternatives in the era of platforms?

- State intervention in defense of companies and users. - Loss of sovereignty of national states in the regulation of cultural industries.

- Creative labor and platforms

- Copyright and platforms

- Artificial Intelligence and cultural production

Guillermo Mastrini

Guillermo Mastrini holds a PhD. in Ciencias de la Información from the Complutense University of Madrid (2014). He is an Argentine researcher and lecturer, specializing in mass media policies and the economics of culture. He obtained a degree in Communication Sciences from the University of Buenos Aires. He served as director of the Communication Sciences (UBA) career between 2006 and 2008 years. He is a professor at the National University of Quilmes, where he also directed the Master's in Cultural Industries. He is also a tenured professor of the Chair of Communication Policies and Planning at the Faculty of Social Sciences (UBA) and a professor at the National University of General San Martín (where he teaches the subject "Culture and Communication Industries" of the Specialization in Cultural Management and Cultural Policies). Additionally, he is an independent researcher at CONICET (Consejo Nacional de Investigaciones Científicas y Tecnológicas).

Martín Becerra

Professor of Communication Policy and Media Regulation at the National University of Quilmes (UNQ), in Buenos Aires, Argentina, where he serves as Director of the ICEP Center (“Cultural Industries and Public Space”). Professor of Information and Communication Technologies Policies at the University of Buenos Aires (UBA). Member of the National Council of Scientific and Technological Research of Argentina (CONICET).

Author and co-author of more than 10 books, 35 book chapters and 40 articles in specialized journals on media concentration and convergence, public service media, Latin American media systems and political economy of media and communication, published in both Spanish and English. Several of these publications are required readings in graduate courses at several universities in Argentina, the rest of Latin America and Spain.He holds a PhD in Information Sciences (Journalism), Universidad Autónoma de Barcelona (2001).