PR processes and development Introduction to professionalism Fall 2010 Prof. Kaja Tampere, PhD Univeristy of Jyväskylä Finland http://publicrelationsprocesses.pbworks.com/
Public Relations process...
Public Relations development...
What it means?
What is public relations?
Public relations is regarded as belonging to the communication sciences, though its representatives stress its independent nature
Dozier defines PR as follows: ‘Public relations is an applied social science, a branch of organizational sociology which derives substantial conceptual contributions from system theory, organizational theory, communication, psychology, social psychology, game theory, and other areas of social inquiry’ (Dozier 1993: 227).
‘Public relations is that specific operating philosophy by which management sets up policies designed to serve both the company’s and the public’s interest. A long–range, carefully nurtured effort to develop and maintain a strong, resilient and positive consensus from all of the publics upon whom the activities of the institution impinge’ (Steinberg 1958)
Key points to describe PR
Theoretical practice and practical theory
Object of mutual misunderstandings
Resource to make organizations more effective
Public relations serves society by mediating conflict and by building relationships essential to the dynamic consensus upon which social order is based
Public relations responds to social needs, not special interests
Role of PR in organizations
The RACE model phenomenon
Role of PR
What can be a goal to use PR?
To build up consensus
To solve conflicts
To make satisfaction
To tell truth
To teach to communicate
In present course
We will look to PR process through history and through theories
Will test what it means and how it looks to manage PR processes
Will forecast the future of Public Relations
Roots from world history
Connections with communication, culture, ideology, worldviews
PR, Wars and Revolutions
PR, advertising, promotion
The beginning of profession
Role model changes due history
Roots: PR as profession, principle, code of ethics
Relations with propaganda, conflict between different ideologies
Internal communication as part of PR, blossoming of capitalism
Opening period and collapse of Soviet Union, planned economy in crisis
Postmodernist PR, blossoming of consumption, Market economy in crisis
Network PR, computer-mediated communication and relations
Historical heritage: Paradigmatic changes in the PR field in the 20 th century
Public relations theories are process theories and therefore they lack an explanation of who is the object of the public relations process and why certain steps are taken.
This is the reason we try to explain the field also through sociology
The essence of public relations and organizational communication Communication flow and result: relations Main questions: If communication flow is always full, who fills this flow? And who’s messages are dominant? And – who designs relations? Journalists Public relations officers