We live in evolving societies that undergo profound and rapid transformations, and trust and reputation are at risk in a dynamic, disruptive, and uncertain world. How issues are approached in public relations and communication management will determine the future of the field and practice. In this complex scenario, going back to the basic elements of public relations - people and relationships - when managing communications is more important than ever before. (Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable rethinks what it means to put the person at the center of the organization's decisions. The chapters explore different aspects of how public relations and communication management address the challenges of change in unpredictable times, while considering the human element and the people behind communication. The research was selected from a large number of peer-reviewed contributions to the 2021 Annual Congress of the European Public Relations Education and Research Association (EUPRERA), hosted by Universidad de Navarra in Spain. Advances in Public Relations and Communication Management (APCRM) is a publication of the European Public Relations Education and Research Association (EUPRERA). Each volume includes contributions from EUPRERA's annual congress and follow the theme of each event.

El contexto mundial contemporaneo se caracteriza por los cambios que estan ocurriendo en los aspectos socio-economico, politico, y cultural propiciados por el desarrollo de la Ciencia y las Tecnologias de la informacion que han favorecido la emergencia de una sociedad global y digital. Frente a la informatizacion esta surgiendo un nuevo tipo de GESTION SOCIAL DEL CONOCIMIENTO con el modelo digital que es "explorado" en forma interactiva. Este nuevo escenario informativo e informatico ha llegado a nuestras universidades cambiando nuestra manera de pensar, conocer y aprehender el mundo. Esta SEGUNDA REVOLUCION INDUSTRIAL provoca una necesaria y universal formacion basica en tecnologias de la informacion para mantenerse actualizados en los ultimos progresos y avances. Surge la "SOCIEDAD DEL APRENDIZAJE," en la que aprender es mas importante que ensenar. Para los docentes que trabajamos en las Universidades se nos presenta el gran reto de reevaluar nuestra labor academica en los campos de la DOCENCIA, INVESTIGACION Y PROYECCION SOCIAL. En el caso de la presente investigacion priorizamos la DOCENCIA."