Title: Deutsche Public Relations Gesellschaft e. V. DPRG German Public Relations association
1Deutsche Public Relations Gesellschaft e. V.
(DPRG) German Public Relations association
Introduction to the vocational field public
relations - as well as latest trends in Germany
2Overview
1
DPRG introduction to the association
2
Introduction to the vocational field
3
Trends, research and figures
3Overview
1
DPRG introduction to the association
2
Introduction to the vocational field
3
Trends, research and figures
4DPRG in brief
1
Who is DPRG?
- DPRG is the German association for PR consultants
as well as in-house communication managers - Founded in Cologne in December 1958
- DPRG is an association run on a voluntary
basis(active voluntary workers approx. 200
members) - Member of
- the Confédération Européenne des Relations
Publiques (CERP) - the Global-Alliance-Initiative
- the Féderation of European Industrial Editors
Associations (FEIA) - the Deutsche Gesellschaft für Verbandsmanagement
e. V. (DGVM) - Cooperation with the International Public
Relations Association (IPRA), which is present in
more than 70 countries worldwide
5DPRG in brief
1
DPRGs constitutional objectives and
responsibilities DPRG
- represents its members professional interests
- promotes the professions public standing
- broadens the publics knowledge of the profession
- informs and supports its members with regard to
professional matters - promotes the training and advanced training of PR
experts - contributes to a scientific understanding of PR
- cultivates and promotes international relations
- maintains and updates PR codices
6DPRG in brief
1
The DPRGs executive committees agenda 2006
- An increased membership through opening up and a
provision of services for various target groups
within the membership structure - A restructuring of membership fees
- Realising its representation in Berlin in 2005,
expanding collaborations - Vocational-field research conducting a
vocational-field analysis - Profile development/developing the associations
self-conception - Establishment of expert and working groups,
review of the DPRGs constitution - DPRG, GPRA and BdP establish a joint inspection
and certification organisation - PR-Day 2006 in Halle Leipzig, events 2006 on
the subject of product PR and financial
communication - Services for junior members of the profession
- Starting a binding work system
7DPRG in brief
1
DPRGs activities DPRG ...
- organises annual congresses, specialist
conferences and, via its regional groups, events
and workshops on central PR issues - since 1999 has established the conference series
Capital Market Relations in cooperation with
various regional stock exchanges (Frankfurt etc.
) - has annually awarded the Deutscher PR-Preis
(German PR Prize) since 1970, the highest award
for PR and/or communication management in
German-speaking countries since 2002, joint call
for submissions with the F.A.Z.-Institut - has biennially awarded the Albert-Oeckl-Nachwuchsp
reis ( prize for up-and-coming PR specialists)
for academically outstanding theses on PR issues
this has now been integrated into the Deutscher
PR-Preis since 2002 - as a member of the Féderation of European
Industrial Editors Associations (FEIEA)
participates in the annual Grand Prix honouring
the best European staff publications - Provides special services at the regional level
and in expert groups
8 The brand
1
DPRGs memberships, responsible bodies and
collaborations
Regionale Börsen und Medienpartnerschaften
Capital Market Relations
Deutscher PR-Preis
Trägerschaft DRPR
Kooperationen
Global-Alliance-Initiative
Mitgliedschaft
Mitgliedschaft
Deutsche Gesell-schaft für Verbands-management e.
V.
Mitgliedschaft
Mitgliedschaft
Mitgliedschaft
Federation of European Internal Editors
Associations
International Public Relations Association
9DPRG in brief
1
What advantages does a DPRG membership have?
- Initiation and maintenance of contacts by
specialist conferences, trade meetings and
congresses plus on-site events (networking) - Regular exchange with professional communicators
from companies, associations, organisations and
agencies and junior members of the profession - Concessionary fares at specialist congresses,
events and for all services and in-kind services
related to the trade - Career advice
- Free subscription to the PR trade magazine
kommunikationsmanager, electronic newsletter and
selected DPRG publications - Preferential prices for books, publications,
information services and other works published by
DPRG - Advanced training in training sessions, workshops
and seminars - Participation in subject-related working groups
10DPRG in brief
1
How do I become a member of DPRG?
Membership in DPRG has to be applied for in
writing
Youll get application forms at
www.dprg.de ? Mitglied werden
the DPRG office
or
Deutsche Public Relations Gesellschaft (DPRG) e.
V. St. Augustiner Straße 21 53225
Bonn Germany Phone 49 (0)2 28/9 73 92-87 u.
88 Fax49 (0)2 28/9 73 92-89 E-Mail
info_at_dprg.de
11Membership structure
1
Number of members as of December 06, 2005 1,894
Breakdown by sectors (in absolute figures)
7PR98
Students/other
Civil service
Training and advanced training
Business associations, labour and management
Non-profit organisations, churches
PR-consultancy
Companies
12Membership structure
1
The DPRG members can be broken down as follows
Breakdown by status (in absolute figures)
Corresponding members 47
23 Corporate members
Sponsoring members 56
Senior members 69
Junior members
Student members
Full members
13Membership structure
1
The regional membership breakdown is as follows
Regional breakdown (in absolute figures)
Saxony-Anhalt 7
32 abroad
Saxony 42
Lower Saxony/Bremen
North Rhine- Westphalia
Baden-Württemberg
449
Northern Germany
Berlin/Brandenburg
Hesse/Rhineland- Palatinate/Saarland
Bavaria
14Membership structure
1
Age structure of DPRG members (average age 44
years)
older no mention than 65
younger than 20
15DPRG in brief
1
DPRGs structure (1)
Vorstand (auf drei Jahre gewählt)
Deutscher Rat für Public Relations (DRPR)
Mitglied innerbetr. Komm.
Mitglied
Mitglied
Vorsitzender
Präsident
Vize
Vize
Schatzmeister
BGB-Vorstand
Mitglied
Mitglied
DPRG-Präsident
GPRA-Präsident
Kooptierte Berater
Kooptierte Berater
Hauptausschuss (zwischen 40 und 45 Mitglieder)
DPRG-Beisitzer
DPRG-Beisitzer
DPRG-Beisitzer
GPRA-Beisitzer
GPRA-Beisitzer
Mitglied
Mitglied
Mitglied
Ehren-mitglieder
Vertreter der Landesgruppen
Vorstand
Mitglied
Mitglied
Ehrenrat (amtiert drei Jahre)
DPRG-Präsident
Mitglied
Vor-sitzender
Mitglied
Mitglied
Mitglied
MitgliederversammlungAlle Mitglieder
stimmberechtigt (Ausnahme Studienmitglieder)
Neun Landesgruppen
Acht Regionalgruppen
Wahl
ehemals inkom-Mitglieder
16Overview
1
DPRG introduction to the association
2
Introduction to the vocational field
3
Trends, research and figures
17Introduction to the vocational fieldOne PR???
2
PR comprises
- Management of Communications
- Planning and management of complex communications
processes using core competencies (informal
communications, analysis, creativity,
organisation, evaluation) and by means of all
available tools - Mediation of different viewpoints and orientation
- Shaping of information transfers and dialogue
across all societal decision-making-areas - Representation of client interests
- Creating of publicity and strenghtening the power
of judgement of societal groups - Long-term creation and strengthening of
transparency, trust, sympathy and identity (eg.
towards a brand, company or product)
18Introduction to the vocational field
2
Professional PR is used in order to ... (1)
- Clarify the functions and objectives of
companies, groups or individuals, as well as
their actions both internally and externally
(companies, organisations) - Explain the positioning and specifications of
products and their impact for both,
trade/retailers and consumers - Satisfy the publics need for information
- Lay open interrelations as well as single aspects
and put them up for discussion
19Introduction to the vocational field
2
Professional PR is used in order to... (2)
- Ease situations of crisis by means of
communications / issues management - Form a value-adding interaction between all
acting heads on capital markets (Investor
Relations, Capital Market Relations) - Foster dialogue between politics and business
(Political Communications /Public Affairs) - Steer transformation processes in the economical
and societal area (Change Management) and face
the challenges of the future (Sustainability)
20Introduction to the vocational field
2
Requirements for professional Public Relations
Active and long-term communications strategies
Full control of core competencies and tools (eg.
Internet)
Require- ments for professional PublicRelations
Integration of communications structures in the
decision-making process of organisations and
businesses as management function, as well as a
centrally governed communications management
Keeping in mind professional standards and
ethical guidelines such as relevant PR-Codizes
21Introduction to the vocational field
2
PR has got six core functions (ACTION-Formula)
- Analysis, strategies, conceptions
- Contact, consulting, negotionations
- Implementation (decisions, action-planning,
costs/budgeting and timing) - Operative implementation
- Nacharbeit (German term for work after the
actual work, which finally
means Evaluation
22Introduction to the vocational field
2
Working techniques of PR (1)
- Research and own organisation (work organisation)
- Editorial skills (writing, revisions)
- Visualisation of oral content
- Writing for free speeches and audiovisual media
(eg. Internet) - Conception and design
- of own print media / publications
- of audiovisual media
- of online- and offline-sites as well as
virtual-interactive communications media
23Introduction to the vocational field
2
Working techniques of PR (2)
- Organisation and design of communications events
- Presentationskills and speeches
- Consulting, negotiations, rationale
- Presenting / leading conversations and
discussions - Coaching
24Introduction to the vocational field
2
Instruments of PR
Instru-ments of PR
Instruments of external PR
Instruments of internal PR
- Oral communications
- Direct media relations
- Arranged media relations
- Printmedia
- Event management/-comms
- Electronic Media
- Political PR
- Sponsoring
- Other external instruments
- Instruments of communications by means of media
transfer - Instruments of direct communications
- Other instruments
25Introduction to the vocational field
2
Instruments of external PR (1)
Oral comms
Direct media relations
Arranged media relations
Eventmanage-ment/ -comms
Printmedia
- Nurture relations
- Speech
- Talk
- etc.
- Editorial visit
- Interview
- Media appearance
- Presentation to the press
- Press talk
- Background meeting
- etc.
- Press release
- Press report
- Press picture
- Pressconference
- Presskit
- Press mailing list
- clippings
- Article in trade press
- Letters to the editor
- etc.
- Customer mags
- Imagebrochure
- Product-brochure
- Annual report
- Newsletter
- Book
- Flyer
- Poster
- Postcard
- etc.
- Exhibitions
- Trade shows
- Discussions
- Open house
- Trade fairs
- Jubilee
- Congress
- Symposium
- etc.
26Introduction to the vocational field
2
Instruments of external PR (2)
Electronic media
Other external instruments
Political PR
Sponsoring
- Internet
- Homepage
- Mailinglist
- Extranet
- Chat
- Newsletter
- CD-Rom
- etc.
- Issue Manage-ment
- Lobbying
- Monitoring
- etc.
- Sports
- Culture
- Social
- Ecological
- etc.
- Client interviews
- surveys
- Give-Aways
- Hotline
- Price draws
- competition
- Product Place-ment
- etc.
27Introduction to the vocational field
2
Instruments of internal PR
Instruments of communications by means of media
transfer
Instruments of direct communications
Other instruments
- Employee magazine
- Infoservice/Newsletter
- Introduction brochure (for new employees)
- Bulletin- board
- Business-TV
- Intranet
- Press clipping
- Poster
- Leadership guidelines
- etc.
- Works outing
- Works meeting
- Corporate fitness
- Incentives
- Discussions
- Meetings
- Jubilee
- etc.
- Suggestion for improvement
- etc.
28Overview
1
DPRG introduction to the association
2
Introduction to the vocational field
3
Trends, research and figures
29Industry figures
3
- Overall turnover forecast for 2005 4,28
billion Euros - Forecast for 2010 5,7
billion Euros Around 2.200 registered PR
consultancies Turnover of PR agencies and
freelancers 1,3 billion Euros 2000 2005
75 increase in number of employees (15.000)
Fachhochschule Düsseldorf/IfK Institut für
Kommunikation Federal statistical office
Berlin, 2002 Eisele, Hans 2001
30Knowledge about PR terms
3
Source PR-Images in Deutschland - University
of Leipzig
31Statements on PR
3
Source PR-Images in Deutschland - University
of Leipzig
32Relevance of PR-tasks for society
3
Source PR-Images in Deutschland - University
of Leipzig
33Relevance of PR for society
3
Source PR-Images in Deutschland - University
of Leipzig
34Public trust in players and institutions
3
Source PR-Images in Deutschland - University
of Leipzig
35Rated behaviour of PROs
3
Source PR-Images in Deutschland - University
of Leipzig
36Budget allocation per activity
3
Source DPRG Survey - SKOPOS
37Comparison of PR instruments
3
2004
Source DPRG Survey - SKOPOS
38Budget allocation per market
3
Source DPRG Survey - SKOPOS
39Budget allocation per market/comparison
3
Source DPRG Survey - SKOPOS
40Developments of markets/comparison
3
Source DPRG Survey - SKOPOS
41Payment by results
3
Source DPRG Survey - SKOPOS
42Steering through evaluation
3
Source DPRG Survey - SKOPOS
43Importance of PR
3
Source DPRG Survey - SKOPOS
44Overall industry trends
3
Source DPRG Survey - SKOPOS
45Turnover and employee numbers
3
Source DPRG Survey - SKOPOS
46International contact
Chairman sectoral group International PR
Thorsten Luetzler Mail(at)thorsten-luetzler.de
www.dprg.de