Date post: | 28-Nov-2014 |
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This lecture is the last part of the PR
processes and history course (YVIA312)
The beginning of the 21st century: Public Relations and Organisational communication
at the crossroads
Kaja Tampere, PhD 26.05.2009
Public Relations in the
beginning of 21st century
Future: opportunities and prospects
Theory: interdiscipli
nary approach
and excellence theory
Past: historical heritage
Practice: today’s reality
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).
Economical factors
Cultural factors
Social factors
Political factors
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 needed Consumer 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...