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P&h esimene loeng 2010

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    P&h esimene loeng 2010 P&h esimene loeng 2010 Presentation Transcript

    • PR processes and development Introduction to professionalism Fall 2010 Prof. Kaja Tampere, PhD Univeristy of Jyväskylä Finland http://publicrelationsprocesses.pbworks.com/
    • What is...
      • Public Relations...
      • Public Relations process...
      • Public Relations development...
      • AND
      • What it means?
    • What is public relations?
    • Terminology
      • Public Relations
      • Communication management
      • Organizational communication
      • Public affairs
      • International relations
      • Spin doctors
      • Advertising
      • Promotion
      • Propaganda
      • Marketing communication
        • Etc, etc
    • Definition
      • 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
      • Interdisciplinary character
      • 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
      • Managerial
      • Reflective
      • Operational
      • Educational
      • Pedagogical
      • The RACE model phenomenon
    • Role of PR
    • What can be a goal to use PR?
      • To inform
      • To build up consensus
      • To solve conflicts
      • To make satisfaction
      • To tell truth
      • To integrate
      • 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
    • History
      • Roots from world history
      • Connections with communication, culture, ideology, worldviews
      • PR, Wars and Revolutions
      • Politics, propaganda
      • PR, advertising, promotion
      • Spin doctoring
      • The beginning of profession
      • Historical facts
      • 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
    • Theoretical Paradox
      • 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
    • Main Theoretical Frame for PR processes
      • System theory – living system theory
      • Network theory and stakeholder theory
      • Public sphere and media
      • Excellence in public relations: dialogical PR
      • Reputation management: the beginning of messages