PR Processes and History PR Processes and History in Eastern Europe in Eastern Europe

YVIA 313YVIA 313

Group 2Group 2

24.11.200924.11.2009

PR Processes and History in Eastern EuropePR Processes and History in Eastern Europe

The PastThe Past• Historical PerspectiveHistorical Perspective

The PresentThe Present• Economical Situation TodayEconomical Situation Today

• Ethical Problems in PREthical Problems in PR

• Current Issues / ProblemsCurrent Issues / Problems

• Current DevelopmentCurrent Development

The FutureThe Future• PR TrendsPR Trends

• Future ScenariosFuture Scenarios

PR Processes and History in Eastern EuropePR Processes and History in Eastern Europe

The PastThe Past• Historical PerspectiveHistorical Perspective

The PresentThe Present• Economical Situation TodayEconomical Situation Today

• Ethical Problems in PREthical Problems in PR

• Current Issues / ProblemsCurrent Issues / Problems

• Current DevelopmentCurrent Development

The FutureThe Future• PR TrendsPR Trends

• Future ScenariosFuture Scenarios

PR Processes and History in Eastern EuropePR Processes and History in Eastern Europe

The PastThe Past• Historical PerspectiveHistorical Perspective

The PresentThe Present• Economical Situation TodayEconomical Situation Today

• Ethical Problems in PREthical Problems in PR

• Current Issues / ProblemsCurrent Issues / Problems

• Current DevelopmentCurrent Development

The FutureThe Future• PR TrendsPR Trends

• Future ScenariosFuture Scenarios

Eastern EuropeEastern Europe

The Past…The Past…

Historical perspectiveHistorical perspective One thing which is common for all the countries in Eastern One thing which is common for all the countries in Eastern

Europe is the history as a part of the communist Eastern Bloc. Europe is the history as a part of the communist Eastern Bloc. Lack of public awareness in the activities of companies.Lack of public awareness in the activities of companies. Public wasn’t used to get (negative) information= Media were Public wasn’t used to get (negative) information= Media were

controlled by the government.controlled by the government. Socialist system didn’t allow competition or promotion of Socialist system didn’t allow competition or promotion of

companies, brands and products.companies, brands and products. Fall of the Berlin Wall in 1989 meant the end of the Fall of the Berlin Wall in 1989 meant the end of the

communist regime and a new beginning for Eastern European communist regime and a new beginning for Eastern European countries.countries.

Years behind the Iron Curtain and under socialist regime have Years behind the Iron Curtain and under socialist regime have made people suspicious, cynical and difficult to influence.made people suspicious, cynical and difficult to influence.

In 2004 many Eastern European countries became part of the In 2004 many Eastern European countries became part of the European Union.European Union.

The Present…The Present…

Economical Situation TodayEconomical Situation Today Free media which are not under governmental influenceFree media which are not under governmental influence

Open market = competitionOpen market = competition

A lot of brands = People have the choiceA lot of brands = People have the choice

Companies must fight for consumers = interesting for PRCompanies must fight for consumers = interesting for PR

In the beginning just big and international companies In the beginning just big and international companies recognized the importance of PR but an increasing number recognized the importance of PR but an increasing number of local/small companies also starts to use PR as a of local/small companies also starts to use PR as a communication tool.communication tool.

Most of the PR agencies are local - just a few international Most of the PR agencies are local - just a few international agencies. Many PR professionals are former journalists. agencies. Many PR professionals are former journalists.

Economical Situation TodayEconomical Situation Today Free media which is not under governmental influenceFree media which is not under governmental influence

Open market = competitionOpen market = competition

A lot of brands = People have the choiceA lot of brands = People have the choice

Companies must fight for consumers = interesting for PRCompanies must fight for consumers = interesting for PR

Before Today

Ethical Problems in PREthical Problems in PR Problem is the corruption of journalists and political Problem is the corruption of journalists and political

decision makers. That means a constraint of the freedom decision makers. That means a constraint of the freedom and independence of some Eastern countries media. and independence of some Eastern countries media.

Examples of unethical media practice in Eastern Europe:Examples of unethical media practice in Eastern Europe:• Croatia: Some journalists ask for goods for not publishing (even fake) Croatia: Some journalists ask for goods for not publishing (even fake)

negative articles about a company or a person negative articles about a company or a person

• Hungary: Some journalists are working for “both sides” – as PR agent Hungary: Some journalists are working for “both sides” – as PR agent and as journalist. and as journalist.

• Poland: Some companies organize press trips with a lot of Poland: Some companies organize press trips with a lot of entertainment but no information for the journalists. There is also a entertainment but no information for the journalists. There is also a huge problem with bribery in the communication sector.huge problem with bribery in the communication sector.

0

20

40

60

80

0%0%

45%41%

6%12%

40%37%

Media corruption: IPRA survey in 2002Media corruption: IPRA survey in 2002

Press release appears in exchange for payment to journalist or editor

Asia

Africa/M

iddle E

ast

North/W

est Euro

pe

Australia

Latin A

meric

a

South E

urope

East Euro

pe

Canada & U

S

Current Issues / ProblemsCurrent Issues / Problems Corruption in media.Corruption in media.

Distrust in public communication because of the pastDistrust in public communication because of the past

Just a few books about the PR profession in native Just a few books about the PR profession in native languages of the Eastern Europe countries.languages of the Eastern Europe countries.

No clear understanding of PR and how it can help in the No clear understanding of PR and how it can help in the communication process. communication process.

Current DevelopmentsCurrent Developments Universities are offering Communications- and Public Universities are offering Communications- and Public

Relations studies. Associations, in co-operation with the Relations studies. Associations, in co-operation with the universities, are seeking to further initiate and create universities, are seeking to further initiate and create platforms to educate clients and journalists about the variety platforms to educate clients and journalists about the variety of public relations services. of public relations services.

PR services has increased in all big industries but there is still PR services has increased in all big industries but there is still a lack of well educated PR experts to develop communication a lack of well educated PR experts to develop communication processes. processes.

EU gives already money to media development projects.EU gives already money to media development projects.

Corporate Social Responsibility programmes are often Corporate Social Responsibility programmes are often combined with crisis communicationscombined with crisis communications

The Future…The Future…

Gross domestic product growth rate  in some Gross domestic product growth rate  in some Eastern European countries 2000-2011 (Eurostat)Eastern European countries 2000-2011 (Eurostat)

PR trends in Eastern EuropePR trends in Eastern Europe

Public Relations is still a young discipline in the developing Public Relations is still a young discipline in the developing markets of Eastern Europe.markets of Eastern Europe.

• The word PR has not yet been establishedThe word PR has not yet been established

The growth of media industry, changes in higher education The growth of media industry, changes in higher education system and change in attitude towards PR will also system and change in attitude towards PR will also contribute to development of PR.contribute to development of PR.

Traditional print media and TV are still strong Traditional print media and TV are still strong communication channels today but Internet is gaining communication channels today but Internet is gaining popularity.popularity.

  The percentage of Individuals aged 16 to 74 The percentage of Individuals aged 16 to 74 regularly using the Internet (Eurostat)regularly using the Internet (Eurostat)

Top trends by ACR Top trends by ACR PR agency networkPR agency network

Cheap labour has attracted multi-national companies for Cheap labour has attracted multi-national companies for example car companies.example car companies.

Corporate Social Responsibility programmesCorporate Social Responsibility programmes The The fragmentation of target audiencesfragmentation of target audiences

• Gap between young and old

The The public sector utilizing the power of public relations public sector utilizing the power of public relations campaigning.campaigning.

• Trying to attract tourists, investements, foreign studentsTrying to attract tourists, investements, foreign students

• Information campaignsInformation campaigns

Importance of internal communications to support Importance of internal communications to support management change and enhance employee motivation.management change and enhance employee motivation.

Future scenariosFuture scenarios No economically or politically active entity can ignore new No economically or politically active entity can ignore new

media in their communications strategy.media in their communications strategy.

Emerging new European brands will demand strong cross-Emerging new European brands will demand strong cross-

border PR support.border PR support. High-profile international events and activities impose High-profile international events and activities impose

demands but also create PR opportunities:demands but also create PR opportunities: • The Eurovision Song Contest took place in the Serbian capital The Eurovision Song Contest took place in the Serbian capital

Belgrade in 2008.Belgrade in 2008.

• In 2008 Slovenia holded the EU Presidency, Hungary & Poland In 2008 Slovenia holded the EU Presidency, Hungary & Poland 20112011

• UEFA European Championship in Poland and Ukraine in 2012UEFA European Championship in Poland and Ukraine in 2012

ReferencesReferences Trevor Morris and Simon Goldsworthy Public Relations for Trevor Morris and Simon Goldsworthy Public Relations for

the New Europe the New Europe www.ipra.org/_links/_ppt/cewww.ipra.org/_links/_ppt/ceeuropeeurope.ppt.ppt Van Ruler, Betteke / Vercic, Dejan (2004): Public Relations Van Ruler, Betteke / Vercic, Dejan (2004): Public Relations

and Communication Management in Europe. A nation-by-and Communication Management in Europe. A nation-by-nation Introduction to Public Theory and Practice.nation Introduction to Public Theory and Practice.