ABSTRACT
The purpose of this chapter is to introduce readers to the development of public relations in Sweden, discuss the current status of the industry in Sweden, and present some thoughts about the profession’s future. At the outset, it is important to recognize that an elaborate history of the public relations profession in Sweden is yet to be written. As such, this chapter provides my personal view of the profession, some of which is based on published information, whereas the rest is based on my 35 years of experience as a public relations practitioner, teacher, and researcher. I begin this chapter with an overview of Sweden as a nation.
