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Voronezh 2009
Voronezh 2009
Voronezh 2009
Voronezh 2009
Voronezh 2009
Voronezh 2009
Voronezh 2009
Voronezh 2009
Voronezh 2009
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Voronezh 2009

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Transcript

  • 1. Public
Rela+ons
in
Transi+on
society:
 experience
of
Bal+c
States
and
 Poland
 Dr.
Kaja
Tampere
 University
of
Jyväskylä

 FINLAND

  • 2. What
is
transi+on
society?
 The
socie+es
changing
from
a
totalitarian
to
 democra+c
form
of
government
are
known
as
 transi+on
socie+es.
Transi+on
is
not
just
a
one‐ way
process
of
change
from
one
hegemonic
 system
to
another.
Transi+on,
to
a
certain
extent,
 also
cons+tutes
a
complex
reworking
of
old
social
 rela+ons
in
the
light
of
the
processes
 dis+nguishing
of
one
of
the
boldest
projects
in
 contemporary
history—the
aQempt
to
construct
 a
form
of
capitalism
on,
and
incorpora+ng
the
 ruins
of,
the
communist
system
(Smith,
1997;
 Stark,
1996).

  • 3. It
was
instead
the
opening
move
in
the
 reconstruc+on
of
a
new
social
order
from
a
 strange
mixture
of
components
of
varied
 origin.
It
was
a
major
cultural
and
civiliza+on
 break,
a
beginning
of
the
reconstruc+on
of
the
 deepest
cultural
+ssue
as
well
as
the
civilized
 surface
of
society,
the
slow
emergence
of
a
 new
post‐communist
culture
and
civiliza+on.
 (Sztompka,
1996,
p.
120)
 The
change
was
trauma
for
all
parts.

  • 4. What
is
Public
Rela+ons?
 •  PR
is
the
maintenance
of
rela+onship
with
 public
by
communica+on
in
order
to
establish
 mutual
understanding.
(defini+on
is
based
of
 American
and
European
approach,
Bled
 Manifesto
2002)
 Keywords
for
successful
PR
is
dialogue

  • 5. What
means
to
be
in
dialogue?
 •  they
must
have
an
equal
opportunity
to
ini+ate
and
maintain
 the
conversa+on;
 •  they
must
have
an
equal
opportunity
to
offer
challenges,
and
 give
explana+ons
and
interpreta+ons;
 •  interac+on
between
them
must
be
free
of
manipula+on,
 superiority
and
control;

 •  and
they
must
be
equal
in
power
 Before
teams
of
organiza+onal
management
can
really
carry
out
 public
rela+ons,
three
principles
need
to
be
agreed
on:
 •  the
economic
and
social
stability
of
an
organiza+on
depends
 on
the
support
of
public
opinion;
 •  all
people
have
the
right
to
receive
informa+on
on
the
 decisions
that
affect
their
lives;
 •  two‐way
communica+on
management
helps
an
organiza+on
 to
adapt
to
changes


  • 6. The
nature
of
PR
in
democra+c
 countries
 •  The
nature
of
PR
in
democra+c
countries
–
 excellent
theory
by
Grunig
(1984):
professional
 development
through
history
 •  Role
of
PR
in
Europe
(Bled
Manifesto
2002:
 hQp://www.vercic.pristop.si/doc/manifesto.pdf
):
 –  Managerial
role
 –  Reflec+ve
role
 –  Opera+onal
role
 –  Educa+onal
role

  • 7. Role
of
Public
rela+ons
in
Transi+on
 Society
 •  Change
from
government
rela+ons
to
public
 rela+ons:
death
of
personal
influence
model
 •  Changes
in
communica+on
culture
and
ethics
 •  Changes
in
aitudes
toward
responsibility
 •  To
teach
society
how
to
live
in
new
 condi+ons:
to
give
human
face
to
 capitalism

  • 8. The
pedagogical
role
of
PR
can
be
expressed
in
the
 following
key
concepts:
 •  Dialogue:
equality
of
the
par+es;
the
crea+on,
 in
coopera+on,
of
an
interac+ve
program
of
 ac+on;
following
the
viewpoints
of
the
public;
 giving
construc+ve
feedback;
explana+on
 through
situa+ons
familiar
and
important
to
 the
target
group;
following
ethical
standards;
 and
validity
(truth,
rightness,
sincerity,
 comprehensibility)
 •  Achieving
results:
mutual
understanding;
 achieving
consensus;
admiing
the
 inevitability
of
change

  • 9. Thank
you
for
your
aQen+on!
 •  hQp://kajatampere.files.wordpress.com/ 2007/09/kaja‐tampere‐doctoral‐ disserta+on.pdf
 •  hQp://kajatampere.files.wordpress.com/ 2008/03/pr‐research‐published1.pdf
 •  hQp://kajatampere.wordpress.com/


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