INTERPRETER ON THE BRIDGE
Public Relations practitioner`s role as an “interpreter” in the new democracies in Central and Eastern Europe
Tamás Barát
MEDIPEN
CERP Vice-President
Public Relations needs the democracy.
The democracy needs the Public Relations.
MEDIPEN
COMMUNICARE NECESSE EST
There is one thing in the world, which doesn`t exist. Not to communicate, that is impossible !
MEDIPEN
The key words of the survey:
To achieve To improve To change To organise Organisation Public Attitude Environment Goodwill Company Publicity Image-building Media relations Generate support Invite action Provoke reaction Special event co-ordination Internal - External Communication
Part of the Management Managing a reputation Managing communication Managing relationship Acting as a bridge The art of reputation
The result of the CERP survey:
terminology
To achieve - to establish - mutual understanding Two way communication Organisation and its publics environment Management function Mutual beneficial relationship
CONFEDERATION EUROPEENNE DES RELATIONS PUBLIQUES EUROPEAN PUBLIC RELATIONS CONFEDERATION
“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 twoway communication.” CERP
www.prineurope.org
“Mutual understanding”
“The Public Relations is a bridge”
Sam Black
MEDIPEN
PR practitioner = “an interpreter on the bridge”
message sender
Public Relations
feedback
news receiver
MEDIPEN
Reputation management
Support Trust Understanding Information
Reputation management
The scale of the reputation:
Negative
Bad reputation
0 point
Positive
Optimal Situation
totally rejected, partly rejected, unaccepted,
known, well-known, acknowledged, appreciated, honoured
The structure of the Public Relations
Public Relations
Business, Non-profit-, Public life, Personal
External PR
Internal PR
Corporate PR
Product PR
Employment Relations
Ownership Relations
The structure of the external public relations
Industrial relations
Professional relations
Consumer Relations
Media Relations
Financial Relations
Public Affairs
Issue management
Crisis Management
Aid Policiy
The structure of the internal public relations
LeadersEmployee
Leaders - leaders
Employee employee
Leaders Trade Union
Leaders Owners
Internal organisation
Crisis Management
Aid Policiy
The structure of the public affairs
Government Relations
Local gov. relations
NGO
Trade Unions
Public Interest
Minority Relations
The structure of the Financial relations
Financial gov. Relations
Financial organisation rel.
Investment, Investor rel.
Shareholders Relations
The structure of the Media relations
Publishers Relations
Editorial Relations
Relations with Journalists
Publicity
How to integrate the PR into the life of an organisation ? MANAGEMENT
Marketing
PR
Corporate Employee PR
Relations
Human Relations
Personal Marketing
Product Price
Place
M i
Promotion
Product PR
Ownership Relations
HR i Organ.
Developm.
Labour
External
M i = Market influence
Internal
HR i = Human Relations influence
MEDIPEN
The main communications problems
in the new democracies:
1.
“Old fashion” thinking. (45 years experience) 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.
MEDIPEN
The main communications problems
in the new democracies:
2.
Strategy No communications strategy - divergent tasks, goals, aims, interests among different organisations.
MEDIPEN
The main communications problems
in the new democracies:
3.
Money There is not concentrated communication budget. (Very often the PR budget is the part of marketing costs.)
MEDIPEN
Where the PR practitioners in Eastern Europe came from
Propaganda (political) Journalism Advertising Marketing
MEDIPEN
Black PR
Business sphere
Public sphere
Advertorial
Corruption
Agitation propaganda (political)
MEDIPEN
Black PR
When the organisation pay to the Media Journalists
Advertising
Corruption
Revolver Journalism
To publish negative news about the competitors
Not to publish the article, wrong news
• To generate anti support against the competitors
MEDIPEN
• To destroy the image of the competitors
EMCI European Media and Communication Institute
Public Relations Study and Training programme Reputation management, Strategic Public Relations,
Corporate Culture, Corporate Identity, Image building,
Media relations - Journalism Courses Senior PR Courses for Personal Accreditation
Co-operation with International School of Management and Public Relations Great Britain Deutsche PR Academy
EMCI
Veszprém University Hungary
CERP
The tools of the PR
The slices of the “PR cake”
Personal Communication
Others
Events Media
Audiovisual
MEDIPEN
Publications
PR Newswire – your global partner
international market leader in PR & IR news dissemination more than 40 offices, represented in every continent 1,200 employees worldwide (300 in Europe) 1,500 news releases every day, in 27 languages - in 135 countries world’s most extensive satellite network, co-operations with leading news agencies, like Reuters, Bloomberg, AFX, AP, etc. How it works?
Daily newspapers Magazines 1:1 Press release Initiated by PR/IR Agency or company PR Newswire Network Distribution via Wire, Fax, Email and Internet 1:1 Trade Publications Radio / TV Online databases News agencies Broker firms Fondsmanager ... pinpoint and mass distribution to any chosen target audience anywhere in the world...
W www.prnewswire.eu.com E germany@prnewswire.eu.com T +49 (0)69 2440 47-0
Marion Groß – PR Newswire
PR Newswire – your global partner
additional services for PR and IR experts, apart from news distribution
• Online MEDIAtlas • ProfNet • PRN for Journalists • eWatch • Multimedia-Services • Media Training
- Global media database, with 400,000 media contacts - Electronic research pool for journalists - Online press portal - Internetmonitoring - Audio-/Video-Streaming - Special Training for IR and PR professionals
For more information please contact
germany@prnewswire.eu.com
PR Newswire GmbH, Bockenheimer Landstr. 43, 60325 Frankfurt; NL München, Lindwurmstr. 70, 80337 München
Marion Gross – PR Newswire, Frankfurt
www.prnewswire.eu.com +49 (0)69 2440 47-0
The future of the PR
ePR
WEB PR
NET PR
ON-LINE PR
The future of the PR
Factors of the
ePR
Information
Persuasion to make understand
Behaviour coordination
The main factors of the ePR
• Information
• Instead of Persuasion - Understood To make understand
• Behaviour co-ordination The ePr task is to co-ordinate the behaviour between the organisation and its environment and between the public and the organisation. This is two-way communication
The future of the PR
Web PR
Interactive Homepage,
Web conferences
Web Presentations
The future of the PR
Net PR
Net communications
Net press services
Virtual organisations
The future of the PR
On-line PR
On-line media off-line - on-line,
On-line media, on-line on-line
On-line database
The fields of the ePR
Internal PR,
Consumer relations, Financial relations, Professional relations, Industrial relations, Public Affairs, Media relations, Organisation Aid policy
The ePR in the every day work
Counselling
Planning, Research, Evaluation, Monitoring (press analysis) Events organisation etc.
And what is the future of the public relations?
and the story goes on …
Thank you for your kind attention
MEDIPEN