Goals:

• The development and progress of PR science in Albania
• Promotion of the interdisciplinary nature of PR.
• Study of PR and communication experience made in Albania and the Albanian territories in the Balkans.
• Increase of PR capacities according to professional international standards.
• Professional standardization of PR practice in the country.

Aims: 

• Initiate the research on PR and communication practice in Albania and other Albanian territories in the Balkans
• Scientific research on communication intertwining sociology, philosophy, linguistic, art, media, etc.
• Publication of Research books or authorial studies about PR issues.
• Publication of a periodic magazine on PR (hard-copy/e-newsletter).
• Support state and private institutions with PR concepts and communication techniques
• Assist and train PR practitioners to grow professionally
• Support the Faculty of Journalism and other university structures with knowledge on PR and related interdisciplinary research.
• Creation of a library with the best known international literature about PR.
• Promotion of new techniques and technologies of the communication, offering respective training about them.
• Professional standardization for PR practitioners
• Draft and approve a Code of Ethics in the PR practice in Albania
• Initiate and complete studies for the restructuring of the PR services in the main Albanian institutions, in accordance with the framework of their functional and constitutional obligations.
• Support state institutions engaged in the country’s image building process.
• Support efforts to guarantee the observation of the FOIA and FOE Law.
• Build an intensive cooperation with the media and assist their qualification relating to PR activities.
• Creation of an intensive cooperation with international institutions and donors to increase of the quality of public information produced by PR state service.