Poznan 2009


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Poznan 2009

  1. 2. The beginning of the 21st century: Public Relations and Organisational communication at the crossroads (Toward the history: the role of professional public relations in the economic downturn) Kaja Tampere, PhD Poznan, 30.06.2009
  2. 4. <ul><li>No classical PR theory. Grunig’s Excellence theory four model approach is only one, which describes professional practice. Lot of critics because of idealistic nature. </li></ul><ul><li>Deeply inter-disciplinary approach: Public relations is an applied social science, a branch of organisational sociology which derives substantial conceptual contributions from system theory, organisational theory, communication, psychology, social psychology, game theory, and other areas of social inquiry’ (Dozier 1993). </li></ul>
  3. 5. 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
  4. 6. <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>
  5. 7. <ul><li>Balance is lost, new balance is needed </li></ul><ul><ul><ul><li>Consumer oriented PR based on buying-selling ideology is the bad joke today in the economical crisis situation... </li></ul></ul></ul><ul><ul><ul><li>PR is in the service of special interests ...theories are telling something else </li></ul></ul></ul><ul><li>PR profession in crisis, research results: </li></ul><ul><ul><ul><li>Manager, Finn, in Estonia: “I need Public relations but I really do not need a public relations officer!” </li></ul></ul></ul><ul><ul><ul><li>Manager, Estonian, in Finland: “I can’t see the profitability of PR. I really don’t need a secretary with a university degree... </li></ul></ul></ul><ul><li>Old strategies and tactics are not effective anymore, new ones are not ready yet </li></ul><ul><ul><ul><li>PR in Facebook, Obama-team: to one of my Estonian friend: &quot;Urmas, I need your voice on health care. Join my call: Ask Congress to pass real health care reform in 2009.” </li></ul></ul></ul>
  6. 8. <ul><li>Everything new has been forgotten a long time ago! </li></ul><ul><li>The best experiences come from history: The Keeper of the Royal Conscience </li></ul><ul><li>The value of theories: theoretical practice and practical theory... </li></ul><ul><li>Take a look at macro level and develop the mission! What it MEANS to practice PR at macro level? Role of PR from system-theoretical point of view: To keep a system alive... </li></ul><ul><li>New professional quality: 4E concept - educated, ethical, effective, economic... </li></ul>