Public Relations Needs Democracy

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  • 1. Public Relations needs democracy Democracy needs Public Relations
  • 2. Hungarian Public Relations Association Established 27.12.1990. by 35 PR-Professionals
  • 3. The most important data's of the Hungarian Public Relations Association Accreditation of the public relations education – III. PRince Award 1998 I. Quality in PR Conference Budapest - II. PRince Award 1997 Budapest PR-WEEK: IPRA Seminar – I. PRince Award – I. CEPRA – I. Hungarian PR Conference- Joining CERP 1996 „ Veszprém” Statement – relationship between PR and Marketing 1995 „ Székesfehérvár” Statement – role of PR in the life of organizations 1993 „ Gardony” Statement – First Hungarian PR-Day Székesfehérvár 1992 The PR -profession registered as an individual profession / job in Hungary 01.01.1992. Accepting the Athens and the Lisbon Code , HPRA Code of Conduct , HPRA long term strategy 1991
  • 4. The most important data's of the Hungarian Public Relations Association IV. PRince Award 2004 II. EU PR Discussion Days HPRA – E D PR „ PR professional recommendations” 2003 I. EU PR Discussion Days I. IPRA Central European PR Conference Budapest 2002 Hungarian Conference of Public Communication Budapest 2001 Hungarian Conference of Public Relations Pécs 2000
  • 5.
    • Features of the Hungarian pr-market:
    • PR turnover: estimation max. 5 bHUF = 20 m € (2003)
    • Management function
    • The most popular field: Media relation
    • The most „trendy” field: Crisis communication
  • 6.
    • The most important organizations, persons of the Hungarian pr-market:
    • PR Agencies, PR Consultancies (more than 60 Agenc ies in Hungary) – individual pr-experts (appr. 3000)
    • In-house PR departments
    • Publishers, Editors, Journalists, Events organizers etc.
    • Hungarian Public Relations Association
    • EDPR - Endowment for Development of Public Relations
    • MAKSZ - Hungarian Association for Communication
    • Collegium's of Hungarian PR Agencies
  • 7. The „Hungaricum” in the Hungarian pr-market: PRince Award International Public Relations Film-, Video and Multimedia Festival The Diamond Awards: 1996 A passion to be free - EU Commission 1997 The World of Skanska - directed by Liv Ulman 1998 Slovenia Multimedia CD – Slovenia Touristic Board 2004 EU-robot – Hungary
  • 8. Collegium's of Hungarian PR Agencies
    • Partnership of 12 multinational and medium size PR-Agencies
    • Aims:
    • The quality of the PR in Hungary
    • The quality of the manpower
    • The clearness of the bids
    • The clearness of the public purchases
    • EU enlargement program
    • The acknowledgement of the quality PR in Hungary
  • 9. Collegium's of Hungarian PR Agencies
    • „ Süveg” – Hood Award
    • 2003 „Apró az Aprókért”
    • „ Small for smalls” PR -campaign PEPPER Communications Ltd.
    • 2004 Mindentudás Egyeteme
    • „ The All knowledge University”
    • M&H Communications Ltd.
  • 10. Endowment for Development of Public Relations
    • Established by HPRA 1995
    • Aims:
    • The development of the profession in Hungary
    • The development of the quality of the manpower
    • The development of the education at the professional, skilled worker, college and university level
    • Publishing (professional books)
    • PRince Award
  • 11. The main communications problems in Hungary
    • “ Old fashion” thinking (45 years experience)
    • The behaviour and the mentality of these society are “feudalistic”. The society is working in the capitalistic environment, with a feudalistic mentality, when the society has socialistic consideration.
  • 12. “ Old fashion” thinking
    • PR= marketing, PR= Journalism,
    • Political marketing = political communication
    • PR= agitation propaganda
    • Budget
    • There is not concentrated communication budget. Very often the PR budget is the part of marketing costs.
  • 13. Where the PR practitioners in Hungary c o me from
    • Propaganda (political)
    • Journalism
    • Advertising
    • Marketing
  • 14. Black PR
      • Business sphere Public sphere
    Advertorial Corruption Agitation propaganda (political)
  • 15. Black PR
      • When the organisation pay to the
      • Media Journalists
    Advertising Corruption Revolver Journalism Not to publish the article, wrong news To publish negative news about the competitors
    • To generate anti support against the competitors
    • To destroy the image of the competitors
  • 16. “ Public relations is the conscious organisation of communication. PR is a management function. The task of PR is: To achieve mutual understanding and to establish a beneficial relationship, between the organisation and its publics and environment, through two-way communication.” CERP