Personality PR as a socio-cultural phenomenon

1. BledCom2009 Personality PRas a socio-cultural phenomenon Welcome Karl (Charly) Nessmann, University of Klagenfurt

2. Political, religious and business leaders have found it necessary to communicate to publics throughout history, and many used tactics quite similar to those used by public relations professionals today The pheonomenon of personalizationHistorical Perspective Karl Nessmann, University of Klagenfurt

3. PR Methods over the last 2000 years • fashionable clothing, hair styles, make up, accessories • basking, boosting (surrounding with VIPs) • coins, coat of arms, portraits painted, social events • publishing documents, manifestos, books, memoirs • media management, new media (internet, blogs …) Karl Nessmann, University of Klagenfurt

4. Personality PRPersonal Communication Management PPR or PCM is used as a collecitve name for all forms of professionally organized communication by and for individuals in all areas of society, such as politicians, business people, artists, scientists, sport professionals, freelance professionals etc. The overriding aim is to successfully position individuals and the companies they work for in the public eye. Karl Nessmann, University of Klagenfurt

5. The Personality Market Karl Nessmann, University of Klagenfurt

6. Personal Communication Management as a form of coaching or counselling • positions individuals in the most important markets (i.e. capital, sales, labour markets or public opinion) • PCM consultants/coaches help their clients to achieve the following: • to recognize their personal potential • to leave a lasting impression • to create a positive reputation • to position themselves as a ‚brand‘ Trust, understanding, acceptance, credibility, integrity … Karl Nessmann, University of Klagenfurt

7. The neoliberal model of business and society • motor of individualization • the battle for recognition • the magic force of attention • the requirements of the labour market • competition amongst job seekers • globalization • flexible people • freelancer, ceo‘s Personalizationas socio cultural phenomenon Karl Nessmann, University of Klagenfurt

8. Prostitution, superficiality, manipulation, a pack of lies, a sell out, bragging, snobbishness, egotism, vanity Schemers, bootlickers, pushy people, ego-trippers etc. Promoting Yourself is generally seen negatively Karl Nessmann, University of Klagenfurt

9. most of them are ‚how to‘ books • they talk about: „the individual as a ompany/product“ • or „people can be turned into a brand“ (!?) • no critical discussion about the socio-political debate on sense or lack of it behind such offers ... Review of the literature Karl Nessmann, University of Klagenfurt

10. What happens to the people whose ‚market value‘ falls? • What does the desire to be seen as a ‚brand‘ actually imply? • What does personal PR mean for the individual personality? • What can they do when they are no good at ‚selling thems.‘? • What can I do so that other poeple take note of my qualities? • Can we survive without personal PR? Socio-critical questions Karl Nessmann, University of Klagenfurt

11. everybody wants to be liked • people have always employed a wide range of impression management techniques • pro-active selfmarketeers – defensive individuals No binding answer to these questions Karl Nessmann, University of Klagenfurt

12. Do you have any questions/comments?Thank you ! karl.nessmann@uni-klu.ac.at www.uni-klu.ac.at/~knessman www.uni-klu.ac.at/~knessman

13. Chart 22 – 26 sind nur Reserve für eventuelle Nachfragen www.uni-klu.ac.at/~knessman

14. Personal Communication ManagementConclusions and Prospects • responsible task • chances and dangers • integrated communication • corporate brand and personal brand • additional qualifications & • ethical and moral principles Karl Nessmann, University of Klagenfurt

15. Personal Communication ManagementHow to position people effectively 6. Evaluation 5. Implementation 4. Tactics 3. Strategy 2. Analysis 1. Briefing Karl Nessmann, University of Klagenfurt

16. Self-management – documentation of personal data: Curriculum vitae, photo archive, personal description (strengths, weaknesses, successes, failures, goals, visions, characteristics, passions, values, hobbies, likes, dislikes, motto, philosophy of life, mission statement etc.) Personal Communication ManagementTactics Karl Nessmann, University of Klagenfurt

17. Media management – positioning topics All the classic tools of media work, e.g. press releases, press conferences, letters to the editor, guest commentaries, interviews, statements, home stories, reports, story telling etc. Personal website, blogs, business cards, signed cards or postcards, posters, brochures or books (memoirs, autobiographies, non-fiction) etc. Personal Communication ManagementTactics Karl Nessmann, University of Klagenfurt

18. Personal Communication ManagementTactics Impression management – self presentation techniques: Decent behavior, respect, politeness, honesty, open dealing with people, keeping promises, admitting mistakes, confessing to weaknesses and apologizing. Clothing, hair styles, accessories etc. Karl Nessmann, University of Klagenfurt

19. Social management – taking on social responsibility • being involved in associations, clubs, interest groups • support for charitable institutions (donations, sponsoring) • taking part in public debates, panel discussions • holding lectures or seminars • taking on socio-political responsibility • all forms of networking • etc. Personal Communication ManagementTactics Karl Nessmann, University of Klagenfurt

20. Personal Communication ManagementFundamental principles Not every measure suits every type of person All PR activities are only credibile when they are honestly intended and not at variance with client‘s character, values or personal convictions. Trust, credibility and authenticity arise when statements, actions and values coincide. Karl Nessmann, University of Klagenfurt

21. Personal Communication Management as an academic discipline • ... investigates • the reasons for the increasing importance of personalization and the social environment • the many different possibilities for individuals from all areas of society to present themselves • the different positioning models, methods and tools which can be used Karl Nessmann, University of Klagenfurt

22. Personalization in the media • „The more an event is endowed with a personal factor the more chance it has of becoming a news item.“ • Prominent personalities are very newsworthy • Media formats: Society, People, VIPs, Celebrities Karl Nessmann, University of Klagenfurt

23. Personalization within organizations • context of organizational communication • a method of staging and positioning companies/individuals • a communication strategy • a key factor for one-person business and large listed companies • CEO Communication, CEO Positioning ... Karl Nessmann, University of Klagenfurt

24. The pheonomenon of personalizationHistorical Perspective All historical personalities who have left a lasting impression after their death had propagandists who spread positive stories about them and who praised the ‚boss‘. Karl Nessmann, University of Klagenfurt

25. The Personality Market PR – the dominant role of all communication disciplines: „ The most essential support for most aspirants comes from public relations“ (cf. Rein/Kotler/Stoller 1997, p. 268) Karl Nessmann, University of Klagenfurt

26. Communication counselling models Branding or Marketing Model „people as brands“, 4 Ps: product, price, place, promotion Reputation Model cornerstones: to predict, calculate, potentail support Public Relations Model PR is an independent commuication discipline, a function of management Karl Nessmann, University of Klagenfurt