Euro-Mediterranean Public Relations. Developing a new public relations approach for cooperation among local systems in the Euro-Mediterranean region

Abstract

The Euro-Med area is characterized by a lively and particular context which, thanks to its cultural characteristics and identitarial diversities, makes it an area rich of growth and development opportunities. Every day many companies, universities, institutions tie new relations with other organizations and people within this area, but nonetheless the Mediterranean area has severe difficulties in creating true and compact economic development. It is still a fragmented area, vulnerable to any kind of further exploitation.