Public Relations Needs Democracy


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Public Relations Needs Democracy

  1. 1. Public Relations needs democracy Democracy needs Public Relations
  2. 2. Hungarian Public Relations Association Established 27.12.1990. by 35 PR-Professionals
  3. 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. 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. 5. <ul><li>Features of the Hungarian pr-market: </li></ul><ul><li>PR turnover: estimation max. 5 bHUF = 20 m € (2003) </li></ul><ul><li>Management function </li></ul><ul><li>The most popular field: Media relation </li></ul><ul><li>The most „trendy” field: Crisis communication </li></ul>
  6. 6. <ul><li>The most important organizations, persons of the Hungarian pr-market: </li></ul><ul><li>PR Agencies, PR Consultancies (more than 60 Agenc ies in Hungary) – individual pr-experts (appr. 3000) </li></ul><ul><li>In-house PR departments </li></ul><ul><li>Publishers, Editors, Journalists, Events organizers etc. </li></ul><ul><li>Hungarian Public Relations Association </li></ul><ul><li>EDPR - Endowment for Development of Public Relations </li></ul><ul><li>MAKSZ - Hungarian Association for Communication </li></ul><ul><li>Collegium's of Hungarian PR Agencies </li></ul>
  7. 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. 8. Collegium's of Hungarian PR Agencies <ul><li>Partnership of 12 multinational and medium size PR-Agencies </li></ul><ul><li>Aims: </li></ul><ul><li>The quality of the PR in Hungary </li></ul><ul><li>The quality of the manpower </li></ul><ul><li>The clearness of the bids </li></ul><ul><li>The clearness of the public purchases </li></ul><ul><li>EU enlargement program </li></ul><ul><li>The acknowledgement of the quality PR in Hungary </li></ul>
  9. 9. Collegium's of Hungarian PR Agencies <ul><li>„ Süveg” – Hood Award </li></ul><ul><li>2003 „Apró az Aprókért” </li></ul><ul><li>„ Small for smalls” PR -campaign PEPPER Communications Ltd. </li></ul><ul><li>2004 Mindentudás Egyeteme </li></ul><ul><li>„ The All knowledge University” </li></ul><ul><li>M&H Communications Ltd. </li></ul>
  10. 10. Endowment for Development of Public Relations <ul><li>Established by HPRA 1995 </li></ul><ul><li>Aims: </li></ul><ul><li>The development of the profession in Hungary </li></ul><ul><li>The development of the quality of the manpower </li></ul><ul><li>The development of the education at the professional, skilled worker, college and university level </li></ul><ul><li>Publishing (professional books) </li></ul><ul><li>PRince Award </li></ul>
  11. 11. The main communications problems in Hungary <ul><li>“ Old fashion” thinking (45 years experience) </li></ul><ul><li>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. </li></ul>
  12. 12. “ Old fashion” thinking <ul><li>PR= marketing, PR= Journalism, </li></ul><ul><li>Political marketing = political communication </li></ul><ul><li>PR= agitation propaganda </li></ul><ul><li>Budget </li></ul><ul><li>There is not concentrated communication budget. Very often the PR budget is the part of marketing costs. </li></ul>
  13. 13. Where the PR practitioners in Hungary c o me from <ul><li>Propaganda (political) </li></ul><ul><li>Journalism </li></ul><ul><li>Advertising </li></ul><ul><li>Marketing </li></ul>
  14. 14. Black PR <ul><ul><li>Business sphere Public sphere </li></ul></ul>Advertorial Corruption Agitation propaganda (political)
  15. 15. Black PR <ul><ul><li>When the organisation pay to the </li></ul></ul><ul><ul><li>Media Journalists </li></ul></ul>Advertising Corruption Revolver Journalism Not to publish the article, wrong news To publish negative news about the competitors <ul><li>To generate anti support against the competitors </li></ul><ul><li>To destroy the image of the competitors </li></ul>
  16. 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