LEARNING PR IN A “REAL”ENVIRONMENT: INTELLIGENT COMMUNICATION - a 6 years history - Diana-Maria Cismaru, Associate Professor, Ph.D.
The beginning: 2007-Objective:(a) Illustration of concepts in first year, in the Theory of Organizations field(b) Scientific experiment which compared three groups: a “real” organization, a “virtual” organization, and a control group.Aim: to see how improved the self-image of each group after activity.Hypothesis: the self-image of the “real” organization will improve the most (confirmed).
Structure (2008): 93 members/ 3 monthsGeneral Departments:- Financial- Promotion- Human Resources- Web designOrganizational consultancy (5 departments)PR (6 departments)
Characteristics• A rigid structure, too many members of department and too many departments;• Fine level of performance;• Very talented assistants and blog writers;Assistants: Meirosu Miruna & Andreea Nicolescu
Structure (2009)• The same with 2008 but with less members (only 77);• Working for private companies (simulated tasks): stores, local car producer, furnishing company;• Still difficult with the feed-back, the interaction inside the groupGeneral Assistant: Dionisia Sandu
Structure (2010): 48 members/ 2 monthsTotally redesigned: only PR firm- Information (C+A+5)- Monitorization (C+4)- Social Media (C+4)- E-PR (C+4)- Strategies (C+A+5)- Planning (C+A+4)- Copywriting (C+A+7)- Production (C+3)
Characteristics• High performance & patience (ex monitorization for one year)• Working for real NGOs & institutions (doubling Crystal Connections’ tasks)• Delivering fine ideas and plans• Bad vertical communication (ex Web)• Tried a new communication interfaceAssistant manager: Burcea Steluta
Structure (2011): 48 members/2 monthsExperiment with tolerance (autistic children);The product of Video Department (video, 10 minutes) has been exposed to the same group of 20 during seminar (3 groups, and a control group); a questionnaire was applied before and after exposure;Hypothesis: intolerance is an effect of the lack of information; as effect of exposure to comprehensive information, tolerance will increaseConclusion: hypothesis rejected
CharacteristicsUnequal performances & simulation: Social Media, E-PR, Design web - excellentDeep barriers in internal communication;Conflicts inside department and poor presence of the executive assistant
Structure (2012):Transforms exclusively in e-PR company;Excludes departments of Strategies and Planning because of low quality results;Includes a Simulation Department, a Photo department – separated from Video department;Cooperative tasks limited for departments;Assistant manager: Roxana Burdeanu
Structure (2012): 48 members/2 months- Simulation- Monitorization- Promotion- E-PR site management- Social Media- Online magazine- Photo & print department- Video department
ConclusionsIntelligent Communication is an internal brand which began to be known outside of the faculty, as an element of attraction for highschool graduates;A flexible formula and independent tasks for teams are the best solution for students;E-PR is the most attractive and suitable area for students.