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Public Relations (1)

History Definitions Understandings Global Contexts. Public Relations (1). Programme. Presentation Practical and didactical remarks Learning objectives Profile International Market Communication and Public Relations Course Public Relations History of Public Relations

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Public Relations (1)

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  1. History Definitions Understandings Global Contexts MA Spring 2009 Martin Nielsen Public Relations (1)

  2. MA Spring 2009 Martin Nielsen Programme Presentation Practical and didactical remarks Learning objectives Profile International Market Communication and Public Relations Course Public Relations History of Public Relations Definitions of Public Relations Understandings of Public Relations Publics in Public Relations Public Relations in a Global Context Summing up

  3. MA Spring 2009 Martin Nielsen Some practical remarks PowerPoint slides on CampusNet Sunday before 22.00 Reference list (literature) on CampusNet after lecture Hard copies in C100 or in lecture

  4. MA Spring 2009 Martin Nielsen Some didactical remarks No 100% match between readings and lectures PowerPoint slides in English Lectures in English … … unless complete audience understands Danish Reading Lecture

  5. MA Spring 2009 Martin Nielsen Learning objectives After this lecture You should be able to Place the course in the study programme Know the requirements for the course Know definitions of PR Know Grunig & Hunts four models and the criticism of them Be able to identify PR approaches and types of publics Know global/intercultural implications of PR

  6. MA in International Business Communication: Profile International Market Communication and Public Relations • Semester  30 ECTS Linguistic Knowledge and Method Corporation, Communication, Context Media, Markets, Consumers 10 ECTS 10 ECTS 10 ECTS 2. Semester  30 ECTS Linguistic Knowledge and Method Public Relations International Market Communication 10 ECTS 10 ECTS 10 ECTS 3. Semester  30 ECTS “Career module”: Internship/ Common lectures/ Case Elective Elective 10 ECTS 10 ECTS 10 ECTS 4. Semester 30 ECTS  Workshop: MA Thesis Problem and Method 30 ECTS MA Spring 2009 Martin Nielsen

  7. MA Spring 2009 Martin Nielsen Course description “COMPETENCES DEVELOPED The aim of the course is to enable you to produce public relations material in an international context on the basic of the relevant theories and methods.” Course Description CampusNet

  8. MA Spring 2009 Martin Nielsen Course description “Knowledge about the planning and managing of international public relations corporate social responsibility and ethics (CSR) crisis communication national identity and tourism communication corporate websites and newsletters Proficiency in analysing a communication situation, using a selection of the relevant theoretical constructs applying the analytical results in the production of appropriate and targeted public relations material in defined international contexts and media.” Course Description CampusNet

  9. MA Spring 2009 Martin Nielsen Course description “TEACHING Public Relations will be taught as a combination of lectures in English and classes in the chosen languages where student initiative and activity will be prioritised.” Course Description CampusNet

  10. MA Spring 2009 Martin Nielsen Course description EXAMINATION Written home assignment with oral defence Production of PR material + report Text(s)/ genre(s), case/ corporation/organization of own choice In the foreign language 22,000 characters (10 pages of 2,200 characters each) Examination date/ deadline: to be set and to be announced by the Study Administration 7-point scale External Examiner

  11. MA Spring 2009 Martin Nielsen Historical preconditions: emergence of a public (18th century) and emergence of a society with organisations (Habermas 1962) The term ‘public relations’ shows up in the beginning of the 20th century in the USA Edward ”The Father of Spin” Bernays: Crystallizing Public Opinion (1923) History of public relations

  12. MA Spring 2009 Martin Nielsen A clever way to get publicity ”At lave PR for noget”/ ”At lave PR for nogen” ”If a young man gets to know a girl and tells her what great guy he is, that’s bragging If he tells her how adoring she looks, that’s advertising But if the girls chooses him because she heard from others that he is a great guy, that’s public relations” Definitions of PR: common language

  13. MA Spring 2009 Martin Nielsen Definitions of PR: diversity Estimates up to 2,000 definitions of PR Wide-ranging definition combined of 472 definitions ”Public relations is a management discipline which analyses, adapts and develops all mutual societal relations between an organization and its internal and external stakeholders through goal oriented communication” (Griswold/Griswold 1948: 4; Scharf 1971: 166) (Harlow 1988: 9) (Blach/Højberg 1989: 20; translation MN)

  14. MA Spring 2009 Martin Nielsen Definitions of PR: PR organizations ”Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony.” (www.prsa.org > Official Statement on Public Relations

  15. MA Spring 2009 Martin Nielsen Definitions of PR: PR organizations ”Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” (www.cipr.co.uk > Looking for PR > What is PR?)

  16. MA Spring 2009 Martin Nielsen Definitions of PR: scientific ”The management of communication between an organization and its publics” Basic elements in PR definitions Goal oriented /systematic Through communication Understanding/ trust/ sympathy relations corporation (organizations) – stakeholders (publics) (Grunig & Hunt 1984: 6)

  17. MA Spring 2009 Martin Nielsen Basic understandings of PR Symmetrical understanding PR communication = dialogue Purpose: mutual understanding Representative: Grunig, James/ Hunt, Todd (1984): Managing Public Relations Asymmetrical understanding PR communication = persuasion Purpose: persuasion Representative: Toth, Elizabeth/Heath, Robert (eds.) (1992): Rhetorical and Critical Approaches to Public Relations

  18. MA Spring 2009 Martin Nielsen Grunig & Hunts 1984 four models Press Agentry/Publicity: attention at almost any price, truthfulness secondary Public information: precise, true, but usually beneficial information about the organization Two-Way Asymmetric: Scientific research to find out how public can be convinced/persuaded to act according to organization’s interest Two-Way Symmetric: Research and dialogue to create symbiotic change in ideas, attitudes and behaviour with both, organization and public Before (”cynical”) One-way Two-way Now (”ethical”)

  19. MA Spring 2009 Martin Nielsen Criticism Utopian/unrealistic/ idealistic to assume symmetry between PR parties Two-Way Symmetric is kneeling for interests of the public and unconditional giving up of own interests In reality a combination of more of Grunig/Hunts models is used Criticism and development/ evolution of Grunig & Hunt 1984 • Defence • Persuasion etc. and instrumentality is still a part of Two-Way Symmetric • Misunderstanding – it is a mutual adaptation/accept and a balancing process • agrees Grunig 2001

  20. MA Spring 2009 Martin Nielsen Criticism Corporations have greater power than their publics and therefore do not have to do symmetric PR Perspective: normative theory to be used by corporations (vs. to be used by publics) Criticism and development/ evolution of Grunig & Hunt 1984 • Defence • Not quite true: publics are not entirely without influence (organized, litigations, use of media) • Development: normative theory (5 item action plan) to be used by publics • Self-criticism: Symmetry rather a process than a state of affairs or a result Grunig 2001

  21. MA Spring 2009 Martin Nielsen ”… the public should be just as likely to persuade the organization’s management to change attitudes or behavior as the organization is likely to change the public’s attitudes or behavior.” ” … communicators … must listen as well as argue. This does not mean, however, that they do not argue or attempt to persuade. Rather, they must consistently remind themselves and management that they might not be right and, indeed, that their organization might be better off if they listen to others.” The symmetric notion in a nutshell (Grunig & Hunt 1984: 23) (Grunig 2001: 28)

  22. MA Spring 2009 Martin Nielsen Stakeholder approach: Media relation Local population Norm and moral stakeholders Media Organizations NGOs, grass roots movements Close economic stakeholders Law and power stakeholders Lenders Owners, shareholders corporation Suppliers State Local authorities Employees European Union Customers Cooperation partners Based on Kjær Hansen 2004: 82

  23. MA Spring 2009 Martin Nielsen Publics in Public Relations All-issue publics Apathetic publics Single-issue publics Hot-issue publics Aware public (high knowledge – low involvement) Active publics (high knowledge – high involvement) Aroused publics (low knowledge – high involvement) Inactive publics (low knowledge – low involvement) Non-publics (no knowledge – no involvement) (Grunig 1983) (Hallahan 2000)

  24. MA Spring 2009 Martin Nielsen Global Public Relations Globalization Liberalization Westernization Universalization Intercultural Cross-cultural NB: cultural closeness Close Semi-close/ semi-distant Distant Fuzzy notions Quasi-synonyms (Scholte 2000: 44ff.) (Gudykunst & Mody 2002, Nielsen 2004) (Kuada 1996)

  25. MA Spring 2009 Martin Nielsen Global Public Relations Intercultural/ Cross-cultural dimensions of PR only insufficiently studied Necessity to do empirical research on global/ intercultural/ cross-cultural PR (Sriramesh & Verčič 2003)

  26. MA Spring 2009 Martin Nielsen Global Public Relations: environmental variables Political ideology Economic system Degree of activism Culture Media system Infrastructure Political System Level of Economic Development Activism Legal System Media environment Determinants Dimensions Corporate Culture Societal culture Images of Nations Media Control Media Outreach Media Access (Verčič et al. 1996) (Sriramesh & Verčič 2003)

  27. MA Spring 2009 Martin Nielsen Summing up PR has gone from propaganda to two-way symmetric communication PR definitions comprise goal orientation, (mutual) understanding, communication basing, relations between organizations and publics A central distinction is symmetric vs. asymmetric Publics may be categorized in different ways, giving the PR practitioner the possibility to characterize his/her target groups in some detail International PR has not yet been studied profoundly, but awareness is recommended when using Western/ Anglo-American models on any country’s PR

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