INTERPRETER ON THE BRIDGE

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INTERPRETER ON THE BRIDGE
Public Relations practitioners role
as an
interpreter
in the new democracies in Central
and Eastern Europe

• Tamás Barát
• CERP Vice-President

MEDIPEN
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Public Relations
needs the
democracy.


The democracy needs the Public
Relations.
MEDIPEN
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COMMUNICARE
NECESSE EST

• There is one thing in the world,
  
  which doesnt exist.
• Not to communicate,
  
  that is impossible !

MEDIPEN
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The result of the CERP terminology surveyTo
achieve - to establish - mutual understanding
Two way communication Organisation and its
publics - environment Management function
Mutual beneficial relationship
The key words of the survey

• Part of the Management
• Managing a reputation
• Managing communication
• Managing relationship
• Acting as a bridge
• The art of reputation

• To achieve
• To improve
• To change
• To organise
• Organisation
• Public
• Attitude
• Environment
• Goodwill
• Company
• Publicity
• Image-building
• Media relations
• Generate support
• Invite action
• Provoke reaction
• Special event co-ordination
• Internal - External Communication

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Public relations is the conscious organisation
of communication.

• PR is a management function.
• The task of PR is To achieve mutual
  understanding and to establish a beneficial
  relationship, between the organisation and its
  publics and environment, through two-way
  communication.
• CERP

www.prineurope.org
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Mutual understanding

• The Public Relations is a bridge
  
• Sam Black

MEDIPEN
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PR practitioner an interpreter on the bridge
news
message
Public Relations
sender
receiver
feedback
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Reputation management
Support
Trust
Understanding
Information
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Reputation management
The scale of the reputation
Negative
0 point
Positive
Bad reputation
Optimal Situation
totally rejected, partly rejected,
unaccepted, known, well-known, acknowledged,
appreciated, honoured
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External PR
Internal PR

• The structure of the Public Relations

Public Relations
Business, Non-profit-,
Public life,
Personal
Corporate PR Product PR Employment
Ownership Relations Relations

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• The structure of the external public relations

Industrial relations
Professional relations
Financial Relations
Consumer Relations
Media Relations
Public Affairs
Issue management
Crisis Management
Aid Policiy
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• The structure of the internal public relations

Leaders- Employee
Leaders - leaders
Leaders - Owners
Employee - employee
Leaders - Trade Union
Internal organisation
Crisis Management
Aid Policiy
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• The structure of the public affairs

Government Relations
Local gov. relations
Public Interest
NGO
Trade Unions
Minority Relations
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• The structure of the Financial relations

Financial gov. Relations
Financial organisation rel.
Investment, Investor rel.
Shareholders Relations
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• The structure of the Media relations

Publishers Relations
Editorial Relations
Relations with Journalists
Publicity
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How to integrate the PR into the life of an
organisation ?
MANAGEMENT
Marketing
PR
Human Relations
Personal Marketing
Corporate PR
Employee Relations
Product
Place
M
HR
Labour
i
i
Organ. Developm.
Price
Ownership Relations
Promotion
Product PR
External
Internal
M i Market influence HR i Human Relations
influence
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The main communications problems

in the new democracies 1.

• Old fashion thinking.
  (45 years experience)
• The behaviour and the mentality of these society
  are feudalistic.
• The society is working in the capitalistic
  environment, with a feudalistic mentality, when
  the society has socialistic consideration.

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The main communications problems

in the new democracies 2.

• Strategy
  
  
  No communications
  strategy - divergent
  tasks, goals, aims, interests - among different
  organisations.

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The main communications problems

in the new democracies 3.

• Money
  There is not concentrated
  communication budget.
  (Very often the PR
  budget is the part of marketing costs.)

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Where the PR practitioners in Eastern Europe
came from

• Propaganda (political)
• Journalism
• Advertising
• Marketing

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Black PR
Business sphere Public sphere
Advertorial Corruption Agitation


propaganda
(political)
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Black PR
When the organisation pay to the Media
Journalists
Advertising Corruption Revolver
Journalism

Not to publish the article, wrong news
To publish negative news about the competitors

• To generate anti support against the competitors
• To destroy the image of the competitors

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E M C I
European Media and Communication Institute
Public Relations Study and Training
programme Reputation management, Strategic
Public Relations, Corporate Culture, Corporate
Identity, Image building, Media relations -
Journalism Courses Senior PR Courses for Personal
Accreditation Co-operation with International
School of Management and Public Relations Great
Britain Deutsche PR Academy Veszprém University
Hungary

CERP
E M C I
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The tools of the PR The slices of
the PR cake
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PR Newswire your global partner

• international market leader in PR IR news
  dissemination
• more than 40 offices, represented in every
  continent
• 1,200 employees worldwide (300 in Europe)
• 1,500 news releases every day, in 27 languages -
  in 135 countries
• worlds most extensive satellite network,
  co-operations with leading news agencies, like
  Reuters, Bloomberg, AFX, AP, etc.
• How it works?

Daily newspapers
Magazines
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11
Trade Publications
Press release
PR Newswire Network
Radio / TV
Online databases
Distribution via Wire, Fax, Email and Internet
Initiated by PR/IR Agency or company
News agencies
Broker firms
Fondsmanager
pinpoint and mass distribution to any chosen
target audience anywhere in the world...
...
W www.prnewswire.eu.com E
germany_at_prnewswire.eu.com T 49 (0)69 2440 47-0
Marion Groß PR Newswire
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PR Newswire your global partner

• additional services for PR and IR experts, apart
  from news distribution

• Online MEDIAtlas - Global media database, with
  400,000 media contacts
• ProfNet - Electronic research pool for
  journalists
• PRN for Journalists - Online press portal
• eWatch - Internetmonitoring
• Multimedia-Services - Audio-/Video-Streaming
• Media Training - Special Training for IR and
  PR professionals

For more information please contact germany_at_prnew
swire.eu.com PR Newswire GmbH, Bockenheimer
Landstr. 43, 60325 Frankfurt NL München,
Lindwurmstr. 70, 80337 München
Marion Gross PR Newswire, Frankfurt www.prnewswi
re.eu.com 49 (0)69 2440 47-0
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WEB PR

• The future of the PR

ePR
NET PR
ON-LINE PR
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Information

• The future of the PR

Factors of the ePR
Behaviour coordination
Persuasion - to make understand
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The main factors of the ePR

• Information
• Instead of Persuasion - Understood
  To make understand
• Behaviour co-ordination The
  ePr task is to co-ordinate the behaviour between
  the organisation and its environment and between
  the public and the organisation.
  This is two-way communication

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Interactive Homepage,

• The future of the PR

Web PR
Web conferences
Web Presentations
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Net communications

• The future of the PR

Net PR
Net press services
Virtual organisations
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On-line media off-line - on-line,

• The future of the PR

On-line PR
On-line media, on-line on-line
On-line database
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The fields of the ePR

• Internal PR,
• Consumer relations,
• Financial relations,
• Professional relations,
• Industrial relations,
• Public Affairs,
• Media relations,
• Organisation Aid policy

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The ePR in the every day work

• Counselling
• Planning,
• Research,
• Evaluation,
• Monitoring (press analysis)
• Events organisation
• etc.

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And what is the future of the public relations?
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and the story goes on
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Thank you for your kind attention
MEDIPEN