The future of the present in public relations: trends, languages, and technologies

Abstract

The article reviews the book Advanced Topics in Communication: Understanding Public Relations and Contemporary Communication, Reflections and Trends, by Carolina Frazon Terra and João Francisco Raposo, highlighting the role of Public Relations in light of the technological and social transformations of the digital age. The work analyzes the evolution of communication practices, addressing topics such as platformization, the impact of algorithms, influencer marketing, and reputational crises in digital environments. The authors explore current strategies such as branded content and brand publishing, and discuss the rise of digital influencers and platform dependency. The book also examines the consequences of social acceleration, drawing on Hartmut Rosa to reflect on the challenges of accelerated time, the ephemerality of organizational strategies, and the inertia categories that attempt to slow this movement. Emerging technological trends such as the metaverse, artificial intelligence, and NFTs are also analyzed, along with their impacts on organizational communication. By articulating theory and practical experience, Terra and Raposo provide an updated and critical reading of the present and future of Public Relations, making the work relevant both for academic debate and for professional practice in a context of rapid change and information overload.