Paradigm shift for PR. Inspirational with a detailed practical example. For all communicators who want to know where PR can develop and seek impulses for their own work. Corporate communication (CC) is increasingly confronted with disruptive changes. The ongoing paradigm shift is difficult to grasp for PR departments themselves, as well as for the relevant service providers. Therefore, this book first addresses the current state of the discipline and the self-understanding of CC to answer key questions: Who will still need PR tomorrow and who will do it? What are the key competencies of the individual players? What added value will PR create in the future and how will it succeed in the digital postmodern era? Building on this, the author exemplarily demonstrates postmodern corporate communication in the practice of Deutsche Post D.