PR processes and developmentIntroduction to professionalism

Fall 2010Prof. Kaja Tampere, PhDUniveristy of Jyväskylä

Finlandhttp://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 20th 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