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Chap. 12 – Central and Eastern Europe

Chap. 12 – Central and Eastern Europe. Global Public Relations. “Transitional” Countries. Democratization and free market economy development are ongoing to various degrees Legacy of Soviet communism lingers in some aspects of culture and societal structure

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Chap. 12 – Central and Eastern Europe

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  1. Chap. 12 – Central and Eastern Europe Global Public Relations

  2. “Transitional” Countries • Democratization and free market economy development are ongoing to various degrees • Legacy of Soviet communism lingers in some aspects of culture and societal structure • Varying and unfolding participation in NATO, the EU and other organizations

  3. General Characteristics • Communism left behind a somewhat apathetic society, distrustful of government • Media may still be viewed as propaganda channel by many • Internet use lower than in the West, but progressing; word-of-mouth more effective than media

  4. Context for Public Relations • Unique circumstances of nations “breaking up and coming together” • New states but old cultures • Rapid nation building since 1990 • PR unfortunately linked with propaganda • High company profile brings risks (taxes, corruption)

  5. Role of Public Relations • Distinguish present from past • Help establish national role in international community • Help re-establish national identities • Establish itself as a worthy profession

  6. Status of Public Relations • Rapid growth; saturation in some areas • More generalists; specialization slow to emerge • Establishment of professional associations, but little cooperation among them • CSR not seen as important responsibility

  7. A Look at Poland • Led CEE toward more liberal economy • Legacy includes unique juxtaposition of communism and the Catholic Church • 20 years since overthrow of communist regime – a new generation has grown up in freedom • Member of both NATO and the EU

  8. More on Poland • Overriding concern is national security • Generally open to change and welcoming of new business ideas • Infrastructure such as roads in need of modernization

  9. Notes on Polish Culture • Interpersonal relationships are very important • Strong sense of individualism • Rely on laws and morality to give structure to society • A hierarchical society with pronounced distinctions between “haves” and “have nots” • Masculine dominated society • Punctual, lean toward formality

  10. Poland’s PR Environment • Mass media largely in the hands of foreigners • Newer government rules place restrictions on foreign capital • Media coverage linked to a degree with advertising by companies • Some agencies have established offices outside Poland • Often housed within marketing departments

  11. A look at Hungary • Transition to limited market economy began in late 1960 • Pivotal role in 1989, opening border to Austria • Public relations applied tentatively to socialism in 1970s • Considerable formalization of PR practice since 1990s

  12. Status of Public Relations • Nearing or has achieved saturation • 300+ members of Hungarian PR Association • Still focused on image and market position of companies, but building trust a significant factor • Just one formal higher education program in PR; no graduate programs

  13. PR Environment • Media not as objective, independent, or professional as would be ideal for PR • Media characterized by foreign ownership • Newspaper readership diminishing • Web use and blogs increasingly popular

  14. A Look at Russia • A huge landmass; 140+ million people; more than 30 languages; a wide range of faiths (though Orthodoxy dominates) • Critical impact of Gorbachev’s Glasnost and Perestroika • Quality of life diminished sharply in 1990s; rebounded with rise in oil prices • Striving to re-establish prominence in global community

  15. PR Environment • “Golden age of free press” of the 1990s replaced by strengthened central control more recently • Newspaper circulation dramatically down; diminished public trust in media • Pay for media coverage – zakazukha – is widespread • Internet seen as counterbalance, but access is limited

  16. Status of PR in Russia • Influenced by Western models, but varies regionally • Glasnost and perestroika provided seedbed for PR practice, but recent developments threaten that status • “Black PR” – manipulative methods – characterized political PR

  17. More on PR • A significant professionalization among practitioners • Slow emergence of specialization (CSR, risk communication, etc.) • Higher education courses and programs fairly widespread

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