In May 2014, the Department of Communication, Public Relations and Advertising of the Faculty for Political, Administrative and Communication Science of the Babe¿-Bolyai University in Cluj-Napoca, Romania, organised with the support of the Hanns Seidel Foundation in Germany a new edition of the traditional conference ¿PR Trend¿. We are still using the general title ¿PR Trend¿, even though some of the papers that where subsequently published where in the field of journalism, political communication or advertising, because the title was created at a conference brand in Romania. The present volume is not homogeneous because communication represents a field with multidisciplinary theoretical and methodological approaches. Sociology, psychology, semiotics, philosophy and economy are some of the main preoccupations favored by the authors of the present book. In our point of view, the themes of approach reflect the future tendencies in the field of public relations, advertising and of communication sciences in general. The volume includes a selection of articles from the conference 2009.