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PR processes and development Introduction to professionalism Fall 2010 Prof. Kaja Tampere, PhD Univeristy of Jyväskylä Fin...
What is... <ul><li>Public Relations... </li></ul><ul><li>Public Relations process... </li></ul><ul><li>Public Relations de...
What is public relations?
Terminology <ul><li>Public Relations </li></ul><ul><li>Communication management </li></ul><ul><li>Organizational communica...
Definition <ul><li>Public relations is regarded as belonging to the communication sciences, though its representatives str...
<ul><li>‘Public relations is that specific operating philosophy by which management sets up policies designed to serve bot...
Key points to describe PR <ul><li>Interdisciplinary character </li></ul><ul><li>Theoretical practice and practical theory ...
Role of PR in organizations <ul><li>Managerial </li></ul><ul><li>Reflective </li></ul><ul><li>Operational </li></ul><ul><l...
Role of PR
What can be a goal to use PR? <ul><li>To inform </li></ul><ul><li>To build up consensus </li></ul><ul><li>To solve conflic...
In present course <ul><li>We will look to PR process through history and through theories </li></ul><ul><li>Will test what...
History <ul><li>Roots from world history </li></ul><ul><li>Connections with communication, culture, ideology, worldviews <...
<ul><li>Roots: PR as profession, principle, code of ethics </li></ul><ul><li>Relations with propaganda, conflict between d...
Theoretical Paradox <ul><li>Public relations theories are process theories and therefore they lack an explanation of who i...
The essence of public relations and organizational communication Communication   flow   and   result:  relations Main ques...
Main Theoretical Frame for PR processes  <ul><li>System theory – living system theory  </li></ul><ul><li>Network theory an...
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P&h esimene loeng 2010

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Transcript of "P&h esimene loeng 2010"

  1. 1. PR processes and development Introduction to professionalism Fall 2010 Prof. Kaja Tampere, PhD Univeristy of Jyväskylä Finland http://publicrelationsprocesses.pbworks.com/
  2. 2. What is... <ul><li>Public Relations... </li></ul><ul><li>Public Relations process... </li></ul><ul><li>Public Relations development... </li></ul><ul><li>AND </li></ul><ul><li>What it means? </li></ul>
  3. 3. What is public relations?
  4. 4. Terminology <ul><li>Public Relations </li></ul><ul><li>Communication management </li></ul><ul><li>Organizational communication </li></ul><ul><li>Public affairs </li></ul><ul><li>International relations </li></ul><ul><li>Spin doctors </li></ul><ul><li>Advertising </li></ul><ul><li>Promotion </li></ul><ul><li>Propaganda </li></ul><ul><li>Marketing communication </li></ul><ul><ul><li>Etc, etc </li></ul></ul>
  5. 5. Definition <ul><li>Public relations is regarded as belonging to the communication sciences, though its representatives stress its independent nature </li></ul><ul><li>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). </li></ul>
  6. 6. <ul><li>‘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) </li></ul>
  7. 7. Key points to describe PR <ul><li>Interdisciplinary character </li></ul><ul><li>Theoretical practice and practical theory </li></ul><ul><li>Object of mutual misunderstandings </li></ul><ul><li>Resource to make organizations more effective </li></ul><ul><li>Public relations serves society by mediating conflict and by building relationships essential to the dynamic consensus upon which social order is based </li></ul><ul><li>Public relations responds to social needs, not special interests </li></ul>
  8. 8. Role of PR in organizations <ul><li>Managerial </li></ul><ul><li>Reflective </li></ul><ul><li>Operational </li></ul><ul><li>Educational </li></ul><ul><li>Pedagogical </li></ul><ul><li>The RACE model phenomenon </li></ul>
  9. 9. Role of PR
  10. 10. What can be a goal to use PR? <ul><li>To inform </li></ul><ul><li>To build up consensus </li></ul><ul><li>To solve conflicts </li></ul><ul><li>To make satisfaction </li></ul><ul><li>To tell truth </li></ul><ul><li>To integrate </li></ul><ul><li>To teach to communicate </li></ul>
  11. 11. In present course <ul><li>We will look to PR process through history and through theories </li></ul><ul><li>Will test what it means and how it looks to manage PR processes </li></ul><ul><li>Will forecast the future of Public Relations </li></ul>
  12. 12. History <ul><li>Roots from world history </li></ul><ul><li>Connections with communication, culture, ideology, worldviews </li></ul><ul><li>PR, Wars and Revolutions </li></ul><ul><li>Politics, propaganda </li></ul><ul><li>PR, advertising, promotion </li></ul><ul><li>Spin doctoring </li></ul><ul><li>The beginning of profession </li></ul><ul><li>Historical facts </li></ul><ul><li>Role model changes due history </li></ul>
  13. 13. <ul><li>Roots: PR as profession, principle, code of ethics </li></ul><ul><li>Relations with propaganda, conflict between different ideologies </li></ul><ul><li>Internal communication as part of PR, blossoming of capitalism </li></ul><ul><li>Opening period and collapse of Soviet Union, planned economy in crisis </li></ul><ul><li>Postmodernist PR, blossoming of consumption, Market economy in crisis </li></ul><ul><li>Network PR, computer-mediated communication and relations </li></ul>Historical heritage: Paradigmatic changes in the PR field in the 20 th century
  14. 14. Theoretical Paradox <ul><li>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. </li></ul><ul><ul><ul><li>This is the reason we try to explain the field also through sociology </li></ul></ul></ul>
  15. 15. 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
  16. 16. Main Theoretical Frame for PR processes <ul><li>System theory – living system theory </li></ul><ul><li>Network theory and stakeholder theory </li></ul><ul><li>Public sphere and media </li></ul><ul><li>Excellence in public relations: dialogical PR </li></ul><ul><li>Reputation management: the beginning of messages </li></ul>
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