Disruptive change has become the new normal for organizations and society. War conflicts, climate change and drought, poverty and inequality or the silent increase in violence, abuse and exploitation are some of the most relevant events of today with economic, political, technological, and social consequences that are still unpredictable for organizations and their audiences. Public relations can help organizations solve the challenges in this context because the strategic communication that defines it is one of the essential elements that promote organizational agility: they reduce ambiguity and uncertainty because it is based on research, they inform the public on organizational changes to project positive images and achieve support and alliances and seek constant interaction with stakeholders through two-way communication.

Disruptive change has become the new normal for organizations and society. War conflicts, climate change and drought, poverty and inequality or the silent increase in violence, abuse and exploitation are some of the most relevant events of today with economic, political, technological, and social consequences that are still unpredictable for organizations and their audiences. Public relations can help organizations solve the challenges in this context because the strategic communication that defines it is one of the essential elements that promote organizational agility: they reduce ambiguity and uncertainty because it is based on research, they inform the public on organizational changes to project positive images and achieve support and alliances and seek constant interaction with stakeholders through two-way communication.