Download - “ Quo vadis PR?” (lad. What next for PR?)
The beginning of the 21st century: Public Relations and
Organisational communication at the crossroads
Kaja Tampere, PhD
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.
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).
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
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
Balance is lost, new balance is neededConsumer oriented PR based on buying-selling ideology is
the bad joke today in the economical crisis situation...PR is in the service of special interests ...theories are telling
something else PR profession in crisis, research results:
Manager, Finn, in Estonia: “I need Public relations but I really do not need a public relations officer!”
Manager, Estonian, in Finland: “I can’t see the profitability of PR. I really don’t need a secretary with a university degree...
Old strategies and tactics are not effective anymore, new ones are not ready yet
PR in Facebook, Obama-team: to one of my Estonian friend: "Urmas, I need your voice on health care. Join my call: Ask Congress to pass real health care reform in 2009.”
Everything new has been forgotten a long time ago!
The best experiences come from history: The Keeper of the Royal Conscience
The value of theories: theoretical practice and practical theory...
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...New professional quality: 4E concept - educated, ethical, effective, economic...