PR in Eastern Europe

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PR Processes Course: Group 2, Eastern Europe.

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PR in Eastern Europe

  1. 1. PR Processes and History in Eastern Europe YVIA 313 Group 2 24.11.2009
  2. 2. PR Processes and History in Eastern Europe <ul><li>The Past </li></ul><ul><ul><li>Historical Perspective </li></ul></ul><ul><li>The Present </li></ul><ul><ul><li>Economical Situation Today </li></ul></ul><ul><ul><li>Ethical Problems in PR </li></ul></ul><ul><ul><li>Current Issues / Problems </li></ul></ul><ul><ul><li>Current Development </li></ul></ul><ul><li>The Future </li></ul><ul><ul><li>PR Trends </li></ul></ul><ul><ul><li>Future Scenarios </li></ul></ul>
  3. 3. PR Processes and History in Eastern Europe <ul><li>The Past </li></ul><ul><ul><li>Historical Perspective </li></ul></ul><ul><li>The Present </li></ul><ul><ul><li>Economical Situation Today </li></ul></ul><ul><ul><li>Ethical Problems in PR </li></ul></ul><ul><ul><li>Current Issues / Problems </li></ul></ul><ul><ul><li>Current Development </li></ul></ul><ul><li>The Future </li></ul><ul><ul><li>PR Trends </li></ul></ul><ul><ul><li>Future Scenarios </li></ul></ul>
  4. 4. PR Processes and History in Eastern Europe <ul><li>The Past </li></ul><ul><ul><li>Historical Perspective </li></ul></ul><ul><li>The Present </li></ul><ul><ul><li>Economical Situation Today </li></ul></ul><ul><ul><li>Ethical Problems in PR </li></ul></ul><ul><ul><li>Current Issues / Problems </li></ul></ul><ul><ul><li>Current Development </li></ul></ul><ul><li>The Future </li></ul><ul><ul><li>PR Trends </li></ul></ul><ul><ul><li>Future Scenarios </li></ul></ul>
  5. 5. Eastern Europe
  6. 6. <ul><li>The Past… </li></ul>
  7. 7. Historical perspective <ul><li>One thing which is common for all the countries in Eastern Europe is the history as a part of the communist Eastern Bloc. </li></ul><ul><li>Lack of public awareness in the activities of companies. </li></ul><ul><li>Public wasn’t used to get (negative) information= Media were controlled by the government. </li></ul><ul><ul><li>Socialist system didn’t allow competition or promotion of companies, brands and products. </li></ul></ul><ul><ul><li>Fall of the Berlin Wall in 1989 meant the end of the communist regime and a new beginning for Eastern European countries. </li></ul></ul><ul><ul><li>Years behind the Iron Curtain and under socialist regime have made people suspicious, cynical and difficult to influence. </li></ul></ul><ul><li>In 2004 many Eastern European countries became part of the European Union. </li></ul>
  8. 8. <ul><li>The Present… </li></ul>
  9. 9. Economical Situation Today <ul><li>Free media which are not under governmental influence </li></ul><ul><li>Open market = competition </li></ul><ul><li>A lot of brands = People have the choice </li></ul><ul><li>Companies must fight for consumers = interesting for PR </li></ul><ul><li>In the beginning just big and international companies recognized the importance of PR but an increasing number of local/small companies also starts to use PR as a communication tool. </li></ul><ul><li>Most of the PR agencies are local - just a few international agencies. Many PR professionals are former journalists. </li></ul>
  10. 10. Economical Situation Today <ul><li>Free media which is not under governmental influence </li></ul><ul><li>Open market = competition </li></ul><ul><li>A lot of brands = People have the choice </li></ul><ul><li>Companies must fight for consumers = interesting for PR </li></ul>Before Today
  11. 11. Ethical Problems in PR <ul><li>Problem is the corruption of journalists and political decision makers. That means a constraint of the freedom and independence of some Eastern countries media. </li></ul><ul><li>Examples of unethical media practice in Eastern Europe: </li></ul><ul><ul><li>Croatia: Some journalists ask for goods for not publishing (even fake) negative articles about a company or a person </li></ul></ul><ul><ul><li>Hungary: Some journalists are working for “both sides” – as PR agent and as journalist. </li></ul></ul><ul><ul><li>Poland: Some companies organize press trips with a lot of entertainment but no information for the journalists. There is also a huge problem with bribery in the communication sector. </li></ul></ul>
  12. 12. 0% 0% 45% 41% 6% 12% 40% 37% Media corruption: IPRA survey in 2002 Press release appears in exchange for payment to journalist or editor Asia Africa/Middle East North/West Europe Australia Latin America South Europe East Europe Canada & US
  13. 13. Current Issues / Problems <ul><li>Corruption in media. </li></ul><ul><li>Distrust in public communication because of the past </li></ul><ul><li>Just a few books about the PR profession in native languages of the Eastern Europe countries. </li></ul><ul><li>No clear understanding of PR and how it can help in the communication process. </li></ul>
  14. 14. Current Developments <ul><li>Universities are offering Communications- and Public Relations studies. Associations, in co-operation with the universities, are seeking to further initiate and create platforms to educate clients and journalists about the variety of public relations services. </li></ul><ul><li>PR services has increased in all big industries but there is still a lack of well educated PR experts to develop communication processes. </li></ul><ul><li>EU gives already money to media development projects. </li></ul><ul><li>Corporate Social Responsibility programmes are often combined with crisis communications </li></ul>
  15. 15. <ul><li>The Future… </li></ul>
  16. 16. Gross domestic product growth rate  in some Eastern European countries 2000-2011 (Eurostat)
  17. 17. PR trends in Eastern Europe <ul><li>Public Relations is still a young discipline in the developing markets of Eastern Europe. </li></ul><ul><ul><li>The word PR has not yet been established </li></ul></ul><ul><li>The growth of media industry, changes in higher education system and change in attitude towards PR will also contribute to development of PR. </li></ul><ul><li>Traditional print media and TV are still strong communication channels today but Internet is gaining popularity. </li></ul>
  18. 18.   The percentage of Individuals aged 16 to 74 regularly using the Internet (Eurostat)
  19. 19. Top trends by ACR PR agency network <ul><li>Cheap labour has attracted multi-national companies for example car companies. </li></ul><ul><li>Corporate Social Responsibility programmes </li></ul><ul><li>The fragmentation of target audiences </li></ul><ul><ul><li>Gap between young and old </li></ul></ul><ul><li>The public sector utilizing the power of public relations campaigning. </li></ul><ul><ul><li>Trying to attract tourists, investements, foreign students </li></ul></ul><ul><ul><li>Information campaigns </li></ul></ul><ul><li>Importance of internal communications to support management change and enhance employee motivation. </li></ul>
  20. 20. Future scenarios <ul><li>No economically or politically active entity can ignore new media in their communications strategy. </li></ul><ul><li>Emerging new European brands will demand strong cross-border PR support. </li></ul><ul><li>High-profile international events and activities impose demands but also create PR opportunities: </li></ul><ul><ul><li>The Eurovision Song Contest took place in the Serbian capital Belgrade in 2008. </li></ul></ul><ul><ul><li>In 2008 Slovenia holded the EU Presidency, Hungary & Poland 2011 </li></ul></ul><ul><ul><li>UEFA European Championship in Poland and Ukraine in 2012 </li></ul></ul>
  21. 21. References <ul><li>Trevor Morris and Simon Goldsworthy Public Relations for the New Europe </li></ul><ul><li>www.ipra.org/_links/_ppt/ce europe .ppt </li></ul><ul><li>Van Ruler, Betteke / Vercic, Dejan (2004): Public Relations and Communication Management in Europe. A nation-by-nation Introduction to Public Theory and Practice. </li></ul>

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