Public Relations

PORTFOLIO Public Relations
CONTENTS Introduction...3 Specialized texts. The Internet..6 PR Practitioners for the New Millennium.8 The PR Campaign9 Turmoil in Egypt: Considerations for global PR professionals (excerpt) .11 Creativity...13 Getting a Job.....................15 Promotion..17 Modern Conduct in 21st Century Europe..18 Translation. Internetul20 Profesionistii noului mileniu in relatiile publice.........22 Tensiune in Egipt: sfaturi de luat in seama pentru profesionistii in relatii publice din intreaga lume (fragment)...............................................24
Relaiile publice n Europa Central i de Est............26 Creativitatea n relaiile publice....................................27 Translation. PR in Central and Eastern Europe29 Creativity in PR...30 Glossary.....32 Bibliography......53
The history of Public Relations is as old as civilization itself. The role of PR has always been to inform, to persuade, and to integrate people with people. PRs uses throughout history were to promote wars, lobby for political causes, support political parties, promote religion, sell products, raise money and publicise events and people. Some examples include the American Revolution, when there was a need for public relations in times of crisis, Samuel Adams who managed the communicational aspect of the war and the use of symbols that were easily identifiable and were able to have an impact on the viewer, like the Liberty Tree. Public Relations became a profession in its own right alongside the Industrial Revolution, when all business made enormous profits but with the cost of losing public support. Something had to be done and soon PR theoreticians began to emerge. Edward Bernays, nephew of Sigmund Freud, wrote the first PR book Crystallizing Public Opinion. He believed that the audience could be persuaded if messages supported their values and interests. Some of the clients of Edward Bernays were P&G (Ivory soap), Beech-Nut Packing Company (encouraged consumers to eat bacon for breakfast), Electric Light (Golden Jubilee, Edison re-enacted), Russian Ballet, President Coolidge (Aloof Image, breakfast with movie stars). Ivy Ledbetter Lee & partner George Parker formed in 1904 the Americas third publicity agency. Ivy Lee was the first practitioner of modern PR, invented the press release and managed the crisis communication for Penn RR. Some of his clients included John D. Rockefeller and, indirectly, Adolf Hitler. Arthur Page was vicepresident at AT&T and insisted on PR as a management function. He said All business in a democratic country begins with public permission and exists by public approval. If that be true, it follows that business should be cheerfully willing to tell the public what its policies are, what it is doing, and what it hopes to do. This seems practically a duty. His Six Principles of Public Relations are: Tell the truth Prove it with action Listen to the customer Manage for tomorrow Conduct PR as if the whole company depends on it Remain calm, patient and good-humored
Chartered in 1947, the Public Relations Society of America (PRSA) is the worlds largest and foremost organization of public relations professionals. PRSA provides professional development, sets standards of excellence and upholds principles of ethics for its members and, more broadly, the multi-billion dollar 3
global public relations profession. It also advocates for greater understanding and adoption of public relations services, and act as one of the industrys leading voices on the important business and professional issues of our time. Professionalization of the practice began with formal education and textbooks and specialized publications concerning the issue. Nowadays, the role of the Public Relations department in an organization is very significant. It is the one that manages communication between the organization and its key publics to build, manage and sustain its positive image. Examples include: Corporations use marketing public relations (MPR) to convey information about the products they manufacture or services they provide to potential customers to support their direct sales efforts. Typically, they support sales in the short and long term, establishing and burnishing the corporations branding for a strong, ongoing market. Corporations also use public relations as a vehicle to reach legislators and other politicians, seeking favorable tax, regulatory, and other treatment, and they may use public relations to portray themselves as enlightened employers, in support of human resources recruiting programs. Non-profit organizations, including schools and universities, hospitals and human and social service agencies, use public relations in support of awareness programs, fund-raising programs, staff recruiting and to increase patronage of their services. Politicians use public relations to attract votes and raise money, and, when successful at the ballot box, to promote and defend their service in office, with an eye to the next election or, at careers end, to their legacy. Public relations in present times employs diverse techniques such as opinion polling and focus groups to evaluate public opinion, combined with a variety of high-tech techniques for distributing information on behalf of their clients, including the internet, satellite feeds, broadcast faxes, and database-driven phone banks. As public image is important to all organizations and prominent personalities the role of public relations specialist becomes pertinent in crisis situations. Public relations agencies provide important and timely transmission of information that helps save the face of the organization. In the words of the Public Relations Society of 4
America (PRSA), "Public relations help an organization and its public adapt mutually to one another." Experienced public relations agencies have formulation press releases into which they can plug the company news, as well as a targeted list of publications for their industry. Truly good public relations agencies generally have a good working relationship with key reporters, boosting their chances of getting coverage. Some public relations agencies deal only with large, established clients, while smaller boutique public relations agencies specialize in certain areas. At present public relations as a career option exists in private companies or government institutions that actively market their product, service and facilities. Public relations training courses are widespread in educational institutions. According to the U.S. Bureau of Labor Statistics, there were 122,000 public relations specialists in the United States in 1998 and approximately 485,000 advertising, marketing, and public relations managers working in all industries. Most public relations practitioners are recruited from the ranks of journalism. Public relations officers are highly trained professionals with expertise and knowledge in many areas, for example shareholder management during a crisis, the evolving role of the in-house public relations professional, account management skills for public relations, an introduction to financial public relations, an introduction to consumer public relations, an introduction to public relations software etc.
The Internet The Internet is the Wild West, the Gold Rush of 49. Miss the Internet and youll miss the opportunity of a lifetime. The Internet is one of those once-in-a-decade revolutionary developments that will change many aspects of everyday life, some only remotely connected to the Web. The Internet took its place in history along with the personal computer, the electronic chip, the mainframe computer, and television. Of the five, the Internet will turn out to be the most important development, the one that will change your life in more ways than the other four. And the changes have just begun. The number of websites is growing at the rate of fifty thousand a week. This is the era of the Internet, and the future belongs to those who can do the best job of building their brands on the Net. The Internet will change your business even though you dont have a Website, you dont do business on the Internet, and your product or service will never be sold or advertised in cyberspace. But how will it do that? And what can you do about it? Its easy to err in one of two different ways. You can make either too much of the Internet or too little. You make too much of the Net when you assume that it will completely replace traditional ways of doing business. No new medium has ever done that. Television didnt replace radio and radio didnt replace newspapers. You make too little of the Net when you assume it will not affect your business at all. Every new medium has had some effect on every business, as it has had on existing media. Radio, for example, was primarily an entertainment medium until the arrival of television. Today radio is primarily a music, news and talk medium. The new medium does not replace the old. Rather, the new medium is layered on top of the old media, forever changing and modifying all of the existing media. The original mass communications medium was the human voice, still an unusually effective way to send a message. Each major medium to follow became powerful in its own right because the medium possessed a unique and highly prized attribute. The book multiplied the number of people that could be reached by a single individual. The periodical added the attribute of news. Large numbers of people could share news of the latest events in their city or country and eventually the world. Radio added the attribute of the human voice. News and entertainment could be communicated with emotion and personality. Television added the attribute of motion. What attributes does the Internet bring to the communication table? The Internet is going to take its place alongside the other major media, because it exploits a totally new attribute. We believe that history will rank the Internet as the greatest of all media. And the reason is simple. The Internet is the only masscommunications medium that allows interactivity. On the Internet a brand lives or dies in an interactive era. 6
In the long run, interactivity will define what works on the Internet and what doesnt work. The secret to branding on the Internet is your ability to present your brand in such a way that your customers and prospects can interact with your message. Youll have to throw out many of the traditional ways of brand building if you want to build a powerful Internet brand. (from The 11 Immutable Laws of Internet Branding by Al Ries and Laura Ries)
PR Practitioners for the New Millennium What are the characteristics of the highest-ranking public relations professionalism in the coming millennium? Public relations began by drawing its talents from other crafts and professions, mainly journalism but also from advertising, law, sales and politics. PR will also continue to attract recruits from other fields and will be richer for it. It will be easier for you to learn how to become a fine PR practitioner having studied, for example, medicine, than it will be for you to become a doctor after majoring in public relations at college. If you decide to study for a bachelors degree in public relations, or a closely related field such as journalism or communications, your second degree or course of study should be an alternative field that will enhance your career potential for example, international affairs, business administration, political science or languages of the countries in which you are interested. Such study will give an edge to your career. There are many excellent short courses in communications technique and theory which, along with workplace learning, will build on your studies to equip you to be an excellent practitioner. The person who aspires to reach the pinnacle in international public relations will need to be multitalented, with wide experience, educationally qualified, a skilled communicator, a thoughtful and calculating strategist, technologically proficient, multilingual, avidly interested in current affairs, knowledgeable about political affairs in many countries, respectful of a variety of customs and etiquette, and experienced in working in a number of countries with a spell in general management. To be technologically proficient means to be computer literate, to have sufficient command of technological developments and permanently keep up with the latest developments in this field. Proficiency in foreign languages is an advantage, but, at the same time, it is not enough. You have to be able to master a language and also know what to say. When you participate in important business negotiations the best thing is to have an interpreter if you are not very fluent in that language. It is essential that you keep up with current affairs through regular reading and viewing a selection of media. Along with keeping abreast with current affairs, it is important that you familiarize yourself with the political structures in all key regions. Although ruling parties and their leaders may come and go, the constitutions and political characteristics of many countries do not change. Respect for the customs and etiquette of each distinct society, country, nation or religion is essential. Not only should the customs be learned, but they should also be practiced. (from How to Manage Your Global Reputation. A Guide to the Dynamics of International Relations, by Michael Morlay) 8
The PR Campaign
Planning the Campaign The first task in planning is to clarify the objectives and goals of the PR program. If you have a clear statement of objectives and goals, you will be able to evaluate the success of your campaign because you can measure how close you came to achieving them or by how much you surpassed what you expected. A clear delineation of publics in something you should be sure of before planning your strategy. It will give you a key to the tactics you can employ to make your strategy succeed. Part of your strategy is deciding the most effective way to reach each public. What does each public need to know? Which is the best way to say it? What would be the most likely way to get that publics attention? This is where creativity makes the difference the creative use of words or symbols, an original approach to the medium. Choosing the Theme and Media Deciding on the theme may come about in a number of ways from several persons brainstorming together, from one persons idea, from the adaptation of someone elses successful idea. Whenever a team member asks: Could I tell you about my idea? encourage him or her to talk. Criticism kills creativity. Stimulate people to share ideas no matter how wild by encouragement and enthusiasm. A good theme wont save a poorly executed campaign, and a bad idea wont be saved by a well-oiled campaign. Remember you can also pretest. Pretesting works for ideas as well as completed materials. Your choice of media depends on the types of public you want to reach, among other things. What is a unique way to reach a special public? What media have not been used before but could be? Someone, after all, was the first to use bumper stickers and skywriting. The creative use of the media is also important. Cereal companies that began advertising in the comics might have been laughed at by those advertising in womens pages, but the comic-page advertisers knew who their real consumers were and how to reach them. The PR person has to be careful about the complementary use of advertising and publicity. Advertising is a definite, scheduled event that appears along with whatever planned activities it is designed to promote.
Publicity is an indefinite event that cannot be guaranteed to appear but will likely happen if the planned activities are news-making enough. Only people with extra time to spend are exposed to mass media. The more active people are, the less time they spend with mass media. To reach the involved, you need to use specialized publications because that is where people actively seeking information on a subject go. However, if you are aiming at a low involvement, and perhaps just want exposure to an issue, then a mass medium is appropriate, especially one like television, which forces audiences to process information. Remember, though, that the public you most want to reach might not be there, and the effort or expense may be wasted. Setting Goals and Timetables Goal achievement estimates, like timetables, need be no more elaborate than a marked calendar, but it is imperative that the deadlines be realistic. Ask yourself: What can be achieved within the time periods designed for my goals? Try to finish work ahead of schedule rather than have to explain why you are behind. It is necessary to retain enough elasticity in the schedule so you can take advantage of opportunities and make changes.
Contingency Planning Unhappy possibilities always have to be kept in the back of your mind. A PR director will get help in contingency planning from his or her staff. The staff will not only make creative suggestions and come up with good alternative proposals, but they will support the project. Finally, remember that the director should evaluate accurately and honestly what each individual can best contribute to the project, once it is accepted by management and implementation of the campaign begins. (from This is PR by Doug Newsom, Alan Scott, Judy T. Vanslike)
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Turmoil in Egypt: Considerations for global PR professionals (excerpt)
Are the events unfolding in Egypt on the heels of the demonstrations in Tunisia a potential inflection point for the global impact of social media?New technologies have always transformed global dynamics, and the Internet is no exception. In Tunisia and in many other developing countries, it is the combination of significant changes in the internal demographics (youth bulge), a growing modern middle class, and a dramatic revolution in connectivity which, together with unresponsive governance, has produced an unsustainable situation for autocrats. However, as we say in the development community, context is everything. Tunisia has particular circumstances which are not shared by Egypt (much higher rates of poverty and illiteracy) or Syria (front-line state in the conflict with Israel) and Lebanon, which seldom has a functioning government. Yet in all four countries cited above, the new technologies are having an impact in three important ways: They are an excellent organizing tool, they directly link national movements with international support groups and they represent the street (crowd sourced information). All three of these characteristics represent a new and significant threat to national autocrats; they allow for local grievances to travel trans-border [instantly] and can/could form an Arab unity of opinion not only on autocracy but on other major issues such as the Shia/Sunnite dynamic, Palestine, Pax Americana, Iran, etc. That said, the new technologies are only tools, and can be used by autocrats for their own purposes. The subscription rates to social media applications do not guarantee more participatory and inclusive governance. In 1914, the greatest era of connectivity known to mankind at that time, trains were quickly turned to move troops and munitions, and the telegraph become the key vehicle for command and control. Is this a global wake-up call for all governments to re-examine their commitments to human rights, equal opportunity and freedom of expression? Yes, there are some articulate experts out there [believe that] the relations between the governed and the governors must change or a nation will fall into economic and political irrelevance. 11
Many informed observers of the Middle East have been predicting a renaissance or awakening for some time. My sense is that Arab States cannot be other than participatory and inclusive if they want to enjoy economic progress. Over the last hundred years they have suffered from a dearth of creativity, and therefore from a dearth of homegrown productivity and that this lamentable state cannot be rectified without including all the intellectual wattage of all of their citizens. For this to happen, citizens must become owners not renters of their nation. (http://www.prsa.org/Intelligence/TheStrategist/Articles/view/9026/1024/Turmoil_in_Egypt_Co nsiderations_for_global_PR_prof )
Creativity 12
Many people seem to think that creativity is producing the Big Idea an idea from nowhere so clever and so profound that it defines creativity. But the instant Big Idea does not exist. Creativity, and its task of generating ideas, is essentially incremental. Ideas come through a series of small steps or moves. They build upon each other to produce the final idea. Rather than the creative idea being an instant revelation, it will more likely be characterized by a hazardous series of moves, steps and linkages. The trick to creativity and creating new ideas is not how you think up the instant Big Idea, but rather what you can do to generate little ideas, which can later be combined in some way to be presented as a Big Idea. So how has the notion of the Big Idea come about? One explanation may be that it is much more convenient to believe great creative people somehow intuitively and instantly arrive at Big Ideas rather than recognize that creativity can be a messy, unglamorous and protracted process. Great discoveries were often achieved more by chance than from being the result of someones Big Idea. Inventions are perfected step-by-step improvements, and each step is itself an invention. The myth of the instant Big Idea is a fundamental point for public relations practitioners to consider about creativity. Practitioners work in an environment where their clients or management may at times demand an instant Big Idea for the task in hand. Yet, no idea lives in a vacuum: practitioners will need to educate their peers if they want them to fully understand and manage the creative dimension in their work. Understanding the so-called Big Ideas, the different types of thinking processes used, and the context of lateral thinking, are crucial to being creative. So let us take a look at the myth of left-brain/right-brain theory: As a result of the work by the Nobel prizewinner Professor Roger Sperry, the theory of right and left sides of the brain was advanced, in which major intellectual functions were split between different parts of the brain. On the left side, it was believed, were the logical, rational and controlling aspects to our thinking, while the right side was said to control our inspirational and creative thoughts. It was argued that different peoples skills were linked to the different hemispheres of the brain dominating an individuals performance. More creative people were seemingly right-side dominated; others who were more analytical but less creative were described as left-side dominated. However, left-brain/right-brain theory has since been undermined by research that shows mental skills being distributed throughout the brain. Both sides of the brain are activated, no matter what task you put to them. What is important in developing our skills as creative public practitioners is not so much where specific
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thinking skills are located in the brain but the fact that at least two specific modes of thought can be identified. Convergent thinking, the so-called left-sided thinking, is the intellectual ability to logically evaluate, criticize and choose the best idea from a selection of ideas. Divergent thinking, the apparent right-sided thinking, is the ability of the intellect to think of many original, diverse and elaborate ideas. By having a clear understanding of the distinction between the two types of thinking, a practitioner can make far more productive use of time, and employ techniques to greater effect, generating more and varied creative ideas that offer added value, which is the fundamental element of anything that is defined as creative. (from Creativity in Public Relations by Andy Green)
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Getting a Job Do soon-to-be graduates really need to start looking for a job before they graduate? The advice from the experts is yes, especially if they want to ensure a good job in their chosen field, because todays economy is making the job search a little tougher. Tony Lee, editor in chief of CareerJournal.com, the Wall Street Journals exclusive career site, says theres room for optimism. Its clear that the job market is improving after a very spotty year, which is great news for people who decide to look for new employment. Tony says. Hiring activity for some of the 8.2 million unemployed people in this country will be boosted. However, unemployment figures released in December by the Bureau of Labour Statistics of the US Department of Labour were only slightly encouraging. The unemployment rate, at 5.7 percent, was continuing its downward trend. What the unemployment statistics didnt show were the additional 1.1 million Americans who are not in the workforce because of school or family responsibilities or the 433,000 Americans who have stopped applying for jobs because they believe there are no jobs for them. John Petrik, dean of Career Services for Young Graduates, agrees that the improved economy is a good sign, but hes still cautious about employment opportunities for graduates. The job market is lagging. It is harder now to break into the job market, but I think it will come back. He advises college students to start thinking about their career options during the last six months of their last year in school, but to aggressively pursue a job during the last 15 weeks. This way, by the time other students get back from their holiday, the successful graduate will have gathered information about the appropriate companies and will have attended several employer job fairs. It takes a little more creativity and research and persistence to start a then it did in years past, he says. You should start doing your research at least six months before graduating. I know its a tough time because youre doing projects and papers. But the longer you wait, the colder you get. Some students say, <I want to wait until the market is better or after I get back from my cruise to Hawaii,> but thats not a good idea. You need to show youre fresh in your field. Matt Giles, who wrote the Young Adults Guide to a Business Career, had his dream job lined up before he graduated with a bachelors degree in finance from the University of Southern Indiana. More than a year later, he still gets e-mails from classmates who have been waiting for the employment market to improve so they can jump ship and who are still trying to break into their chosen field. He, in the meantime, has been promoted to a better position. 15
Matt, who is a living example of how to best use your time in college, wrote his how-to book while a senior in college. By that time he had already had two business internships. What Matt did was to call a company he was interested in and ask to talk to someone who had the type of job he was interested in doing some day. Id say, I have a year and a half before graduation, and Im thinking about what I want to do. Hed then ask them if he could come in and talk to them about their position. No one said, No. he says. Once he got in the door, Matt didnt care what their answers were. Hed tell them he thought that position sounded interesting and asked whether their company had any internships or co-op programs, which allow a student to attend school and be paid for working in an intern capacity. According to Matt, he now had a foot in the door and was a face they knew as opposed to just a name on a resume. That tactic earned him internships. Real world experience is more important to future employers than your degree, Matt says. At my interview with Old National Bank, I was sitting there and the interviewer mentioned that I was the fifteenth graduate she had interviewed and the only one who had experience with a similar company. There was no question I would get the job. He started as a registered brokerage operations specialist and has since got a promotion as an investment consultant. His tip to college students? If you wait until you graduate to look for a job, youve waited too long. (by Kathleen Isaacson, in Women in Business at http://gateway.proquest.com)
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Promotion Promotion is communication that is intended to inform, persuade, or remind an organizations target markets of the organization or its products. The promotion with which we are most familiar advertising is intended to inform, persuade, or remind us to buy particular products. But there is more to promotion than advertising, and it is used for other purposes as well. For example, charities use promotion to inform us of their need for donations, to persuade us to give and to remind us to do so in case we have forgotten. (1) Promotion is aimed at facilitating exchange directly or indirectly by informing individuals, groups, or organizations and influencing them to accept a firms products. To expedite exchange directly, marketers convey information about a firms goods, services, and ideas to particular market segments. To bring about exchanges indirectly, marketers address interest groups, regulatory agencies, investors, and the general public concerning a company and its products. Marketers frequently design promotional communications, such as advertisements, for specific groups, although some may b directed at wider audiences. (2) Marketers can use several promotional methods to communicate their message to individuals, groups, and organizations. Advertising, personal selling, publicity, and sales promotions are four major elements in an organizations promotion mix. Advertising is a paid, non-personal message communicated to a selected audience through a mass medium. Personal selling is personal communication aimed at informing customers and persuading them to buy a firms products. Sales promotion is the use of activities or materials to create direct inducements to customers or sales persons. Publicity is a non-personal message delivered in news-story form through a mass medium, free of charge. (3) Depending on its purpose and message, advertising may be classified into three groups. Selective advertising promotes specific brands of products and services. Institutional advertising is image-building advertising for a firm. And primary-demand advertising is industry (rather than brand advertising). (4) The advertising media are the various forms of communication through which advertising reaches its audience. They include newspapers, magazines, television, radio, direct mail, and outdoor displays. The print media which include newspapers, magazines, direct mail and billboards account for more than 50% of advertising expenditures. The electronic media television and radio account for about 28%. (by William M. Pride, Robert J. Hughes, Jack R. Kapoor, in Business, 1991) 17
Modern Conduct in 21st Century Europe Europe is growing in unison. The Euro is not the only unifying measure considered as such by the EU. Some might believe that European conduct must also be unified, some other people, such as Inger Wolf, consider the opposite. Respect for each and every one of us, is one of the basic elements towards having a pleasant manner, it also implies respect for the customs and manners of all. The most important thing is to know to what extent foreign manners should be adopted. In order to be able to do this one might accept the fact that differences do exist. This may help us put ourselves into other peoples shoes before taking the right decision. Differences in behaviour are not only important for Europeans. All over the world, both minor and major differences concerning behaviour are considered to be of essential value. One small example concerning greetings by non-Europeans can be seen in Japan, where it is still customary to see the Japanese greeting each other by bowing. The inclination we see today is not as low as it used to be in Europe. However, it is based on hierarchy since a low-ranking employee will have to bow lower than his superior and not before his superior has initiated the process. This ritual is difficult for Europeans to adopt, especially when rank is not clearly defined. On the other hand, it is very difficult for a Japanese to understand why a complete stranger should greet someone by touching their hands. Adopting the form others use to greet is a basic step forward towards improving relationships, but it is not the only one. It is, however, fundamental for the development of both national and international relationships, and, apparently, by not doing so, many misunderstandings have occurred even within Europe. If we do so, the much talked about multicultural society can move from just being a worthless concept to being a valuable term that is full of life if we are willing to make this happen. Traditions, religious influence, morale, hierarchy, structures and the values, which are apparent in each country, lead to the manners of the nation as a whole. No one can doubt that these factors decisively condition behaviour, expectations and the feelings of the people. In order to find differences concerning punctuality, one need not travel around the world. There are many differences within Europe itself. What we can be certain of, however, is that nobody, especially in the business world, likes to have to suffer long delays. Nevertheless, the people of countries such as Spain, Greece, Italy, Poland, Austria, Russia and France are far more inclined to put up with small delays than the people of countries like Switzerland, Finland, Great Britain, Holland, Sweden, Hungary or Germany.
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It is also very important to know how to address people. In Germany, as in many other European countries, when we address someone we use Mr. or Mrs. in front of that persons name, whereas in Spain, France and Italy one can simply address that person with the words Mr. and Mrs. without any surname. Some customs are beginning to disappear, but still, in Inger Wolfs opinion, it is very difficult to foresee the future of manners and, more than that, he thinks that complete and total unity in as far as customs and the ways different feelings are expressed, as well as how we show preference and dislike, can never take place. Just as each persons mentality should be acknowledged, so should the mentality of each nation. European countries are aware of the differences in conduct, as they are of the unification they wish to reinforce upon the union by adopting different customs and making one united code of conduct for all. Despite the changes that a great number of the rules of etiquette are going through, etiquette is only one small part of this new code. (from Differences Concerning Modern Conduct in 21stCentury Europe, by Inger Wolf, at IV Congreso Internacional de Protocolo, 2001)
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TRANSLATION. Internetul Internetul este Vestul Salbatic, Goana dupa aur din 49. Nu da importanta internetului si vei rata o sansa unica in viata. Internetul este una dintre acele aparitii revolutionare care apar o data la cativa ani, care vor schimba multe aspecte ale vietii tale de zi cu zi, unele fiind doar in mica masura legate de web. Internetul si-a ocupat locul in istorie odata cu computerul pentru uz personal, cipul electronic, calculatorul de capacitate mare si televizorul. Dintre cele cinci, internetul se va dovedi a fi cea mai importanta descoperire, aceea care iti va schimba viata in mai multe privinte decat celelalte patru. Iar schimbarile de abia au inceput sa se faca simtite. Numarul site-urilor web creste cu pana la cincizeci de mii pe saptamana. Aceasta este era internetului iar viitorul este in mainile celor care se descurca cel mai bine in crearea unei marci proprii pe net. Internetul iti va transforma afacerea chiar daca nu ai un site pe web, nu faci afaceri pe internet si nici daca produsul sau serviciul oferit de tine nu va fi vreodata vandut sau facut cunoscut in ciberspatiu. Dar cum se va intampla acest lucru? Si ce poti face in aceasta privinta? Nu este deloc greu sa gresesti intr-un fel sau altul. Poti profita de internet la maximum sau deloc. Ai asteptari prea mari de la acesta atunci cand presupui ca va inlocui in totalitate modul in care faci afaceri. Nici un mijloc nou de comunicare nu a reusit acest lucru vreodata. Televizorul nu a inlocuit radioul si nici radioul nu a inlocuit ziarele. Nu profiti de oportunitatile oferite de net atunci cand presupui ca acesta nu va avea nici un efect asupra afacerii tale. Fiecare nou mijloc de comunicare a avut un oarecare efect asupra unei afaceri, asa cum a avut si asupra mijloacelor deja existente. De exemplu, radio-ul a fost initial creat pentru divertisment pana la aparitia televizorului. Astazi radioul este, in primul rand, un mijloc de comunicare folosit pentru muzica, stiri si dezbateri. Mijlocul de comunicare nou nu il inlocuieste pe cel vechi. Mai degraba, cel nou il completeaza pe cel vechi, schimbandu-le si transformandu-le pentru totdeauna pe toate celelalte. Cel dintai mijloc de comunicare in masa a fost vocea umana, o modalitate inca deosebit de eficienta de a transmite un mesaj. Fiecare noua aparitie ce i-a urmat s-a facut remarcata in felul ei deoarece aceasta avea o trasatura caracteristica unica si foarte valoroasa. Cartea a inmultit numarul persoanelor care puteau sa fie influentate de un singur om. Revista a adaugat si stiri. O multime de persoane puteau impartasi pareri despre cele mai recente evenimente din orasul sau tara lor si eventual din intreaga lume. Radioul si-a insusit vocea umana. Stirile si programele de divertisment puteau fi redate cu insufletire si personalitate. Televizorul si-a insusit miscarea.
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Ce trasatura caracteristica va avea internetul in procesul de comunicare? Acesta isi va lua locul cuvenit langa celelalte mijoace de comunicare in masa importante deoarece aduce o insusire cu totul noua. Suntem de parere ca istoria il va desemna drept cel mai maret dintre toate. Iar motivul este usor de inteles. Internetul este singurul mijloc de comunicare in masa care ofera interactivitate. In spatiul virtual un produs are sau nu sanse de supravietuire intr-o era a interactivitatii. Pe termen lung, interactivitatea va decide ce functioneaza sau nu pe internet. Secretul de a crea o afacere virtuala consta in abilitatea ta de a ti-o face cunoscuta intr-un asemenea fel, incat clientii si viitorii parteneri de afaceri sa poata interactiona cu ceea ce transmiti. Va trebui sa renunti la multe dintre metodele traditionale de a face afaceri daca vrei sa te faci cunoscut pe internet.
(extras din Cele 11 legi imuabile ale construirii unei afaceri pe internet, Al Ries, Laura Ries)
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Profesionistii noului mileniu in relatiile publice Care sunt caracteristicile celei mai inalte dovezi de profesionalism in relatiile publice, in mileniul ce urmeaza? Relatiile publice au luat fiinta prin combinarea cu alte meserii si profesii, in principal cu jurnalismul dar si cu publicitatea, legea, vanzarile si politica. Acest domeniu va continua sa atraga candidati din alte domenii si pentru asta va avea de castigat. Iti va fi usor sa inveti cum sa devii un bun profesionist in relatii publice daca ai studiat, sa zicem, medicina, decat sa devii doctor dupa ce ti-ai obtinut diploma in relatii publice la universitate. Daca te decizi sa faci un master in relatii publice, sau intr-un alt domeniu asemanator ca jurnalismul sau comunicarea, a doua ta diploma sau specializare ar fi bine sa fie dintr-un domeniu alternativ care iti va imbunatati sansele din punct de vedere al carierei de exemplu, afaceri internationale, administratia afacerilor, stiinte politice sau cunoasterea limbilor tarilor care prezinta interes pentru tine. O asemenea specializare va fi un plus pentru cariera ta. Exista o multime de cursuri excelente si de scurta durata in teoria si practica comunicarii care, alaturi de experienta obtinuta la locul de munca, iti vor consolida cunostiintele pentru a deveni un foarte bun profesionist. Persoana care aspira sa atinga perfectiunea in domeniul relatiilor publice internationale va trebui sa fie multitalentata, cu o experienta vasta, calificata din punct de vedere educational, sa fie inzestrata cu abilitati dezvoltate de comunicare scrisa si verbala, sa fie un strateg calculat si bine pregatit, sa stapaneasca foarte bine tehnologia, poliglot, sa fie intotdeauna la curent cu ceea ce se intampla in jur, cunoscator al chestiunilor politice din multe tari, sa respecte varii obiceiuri si eticheta si sa aiba experienta multiculturala alaturi de cateva notiuni generale de administratie. Ca sa stapanesti tehnologia inseamna sa fi cultivat in domeniul computerelor, sa cunosti suficient noutatile din tehnologie si sa fi intr-o permanenta legatura cu cele mai recente aparitii din acest domeniu. Competenta in domeniul limbilor straine este un avantaj dar, in acelasi timp, nu este suficienta. Trebuie sa stapanesti limba si in acelasi timp si sa stii ce sa spui. Atunci cand participi la o intalnire de afaceri importanta, cel mai bine este sa ai un interpret daca nu vorbesti foarte fluent in limba respectiva. Este esential sa fi la curent cu ceea ce se intampla in interiorul tarii prin consultarea regulata a diferitelor mijloace de comunicare. Pe langa cunoasterea afacerilor interne, este important sa te familiarizezi cu structura politica din toate regiunile care prezinta o importanta deosebita. Desi partidele aflate la conducere si liderii lor vin si pleaca, constitutiile si caracteristicile politice ale multor tari nu se schimba.
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Respectul pentru obiceiurile si eticheta fiecarei societati, tari, natiuni sau religii este esential. Nu numai ca obiceiurile ar trebui invatate, dar acestea ar trebui si insusite. (extras din Cum sa-ti creezi reputatia globala. Un ghid al dinamicii Relatiilor internationale, de Michael Morlay)
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Tensiune in Egipt: sfaturi de luat in seama pentru profesionistii in relatii publice din intreaga lume Sunt evenimentele care se desfasoara in Egipt, aruncate in spatele demonstrantilor din Tunisia, un potential punct de cotitura pentru impactul global pe care il au mijloacele de comunicare foliste pentru socializare? Tehnologiile nou aparute au transformat dintotdeauna dinamica mondiala, iar internetul nu este o exceptie. In Tunisia si in multe alte tari in curs de dezvoltare, aceasta conta in combinatia dintre schimbarile semnificative aparute in demonstratiile din interiorul tarii (suprematia tineretului), o patura de mijloc a societatii in continua crestere si o revolutie dramatica in desfasurare care, in combinatie cu un guvernamant neinteresat, care a dus la producerea unei situatii neclare pentru autocrati. Cu toate acestea, asa cum este vorba in comunitatea responsabila cu dezvoltarea, contextul este totul. Tunisia este caracterizata de anumite aspecte neintalnite in Egipt (o rata mult mai mare a saraciei si a analfabetismului) sau Siria (stat care se afla in prima linie a frontului in conflctul cu Israel) si in Liban care rareori are parte de un guvern functional. Cu toate acestea, dintre cele patru tari citate mai sus, noile tehnologii au un impact in trei feluri diferite: reprezinta o excelenta metoda de organizare, leaga direct miscarile nationale cu gruparile internationale care ofera ajutor si sunt vocea strazii (informatii care vin direct de la sursa). Toate aceste trei caracteristici reprezinta o noua si semnificativa amenintare asupra autocratilor nationali; ele permit ca nemultumirile locale sa ajunga peste granita (instantaneu) si pot/ar putea duce la o unitate a opiniilor impartasite de lumea araba nu numai asupra autocratiei ci si asupra altor probleme majore cum ar fi dinamica iita/Sunit, Palestina, Pax Americana, Iran, etc. Acestea fiind spuse, noile tehnologii sunt doar unelte si pot fi folosite de autocrati pentru propriile scopuri. Ratele de abonare la mijloacele de comunicare pentru socializare nu garanteaza o guvernare mai implicata. In 1914, descoperirea in materie de tehnologie cunoscuta omenirii la acea vreme, trenurile, au fost transformate rapid in mijloace de transport pentru trupe si munitii, iar telegraful a devenit elementul-cheie pentru conducere si control. Este acest semnal de alarma mondial adresat tuturor guvernelor cu scopul de a-si reexamina angajamentele fata de drepturile omului, sanse egale si libertatea de exprimare? 24
Da, exista anumiti experti care cred ca relatiile dintre cei guvernati si guvernantii lor trebuie sa se schimbe altminteri o natiune va ajunge la o irelevanta economica si politica. Multi dintre cei care cunosc situatia din Orientul Mijlociu au banuit de ceva timp o renastere sau o dorinta de trezire la realitate. Banuiala mea este ca Statele Arabe nu pot fi altceva decat participante si active daca doresc sa aiba parte de un progres economic. In ultimele sute de ani acestea au avut de suferit de pe urma lipsei de creativitate si, prin urmare, de o lipsa a productivitatii interne si, ca aceasta stare lamentabila nu poate fi schimbata fara sa includem si intreaga putere intelectuala a cetatenilor sai. Ca sa se intample aceasta, cetatenii trebuie sa devina proprietarii nu chiriasii natiunii lor.
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Relaiile publice n Europa Central i de Est Thomas Achelis Din istoria relaiilor publice (www.pr-romania.ro)
S ncepem cu lucrurile pozitive: relaiile publice au atins n Europa Central i de Est, dup doar 20 de ani de la schimbrile politice, un nivel care nu este cu nimic mai prejos dect cel din Vest. i dezvoltarea continu rapid! Numeroase agenii de PR anun creteri anuale de ordinul a zeci de procente i nu exist practic nici o companie care s nu fac PR n vreo form, orice am nelege prin aceasta. Acelai lucru e valabil pentru autoriti, ministere i alte instituii politice. Relaiile publice sunt absolut la mod n spatele fostei cortine de fier. PR -ul a devenit un cuvnt trendy. nainte de 1989, nu exista practic n rile -n marea lor majoritate comuniste- ceva att de "vestic decadent" ca relaiile publice. Ceea ce era numit "PR" era de obicei abrevierea pentru propagand. Sau erau afaceri dubioase, de multe ori ilegale, cu informaii oferite contra cost i oferite de serviciile secrete ca Stat, KGB sau Securitate i, de multe ori (se zvonete), chiar i de ctre bisericile catolice sau ortodoxe. Pentru c i acestea au avut ntotdeauna multe canale de comunicare deschise, chiar dac nimic altceva nu mai funciona. Pe timpurile comunismului erau doar foarte puini aceia care aveau o idee despre ce nseamn relaiile publice. Numai n cazuri excepionale literatura de specialitate vestic i gsea drumul ctre Rusia, Polonia, Romnia sau ctre rile Baltice. De multe ori, erau numai fotocopii de proast calitate ale crilor lui Ed Bernays, Albert Oeckl sau Ivy Lee, care ncercase nc din 1906 cu a sa Declaration of Principles s stabileasc standarde pentru munca de PR.
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Creativitatea in relatiile publice Comisar-ef drd. Petre CRCIUN Agenia Naional Antidrog
ntr-un ritm destul de lent la nceput, apoi din ce n ce mai alert, profesionitii n relaii publice din ara noastr au nceput s determine o poziionare mai corect i mai eficient a acestei profesii pe pia. Un prim pas deosebit de important a fost apariia primelor faculti de profil i pregtirea celor dinti specialiti pe ale cror diplome este trecut, expres, profesia de relaionist, de comunicator. Aceasta se ntmpla la 70 de ani de la apariia pe plan mondial a nvmntului universitar n domeniul relaiilor publice. De fapt, acesta este decalajul la care trebuie s ne raportm atunci cnd discutm despre relaiile publice n Romnia. Ritmul de dezvoltare al societii, fenomenul globalizrii, cu toate faetele sale, integrarea rii noastre n structurile europene i euro-atlantice, toate aceste condiionri determin o schimbare de vitez i n modul n care facem PR. Nu are nimeni rbdare s recuperm decalaje istorice. Timpul cost bani, societatea se schimb, iar organizaiile trebuie s se poziioneze ct mai bine n spaiul public. Cum altfel dac nu prin relaii publice i tehnici de comunicare ct mai eficiente i mai moderne? Iat de ce, nainte ca necesitatea relaiilor publice s fie asimilat de toate organizaiile, cu toate confuziile care se fac n continuare, problema creativitii n PR devine una extrem de stringent. Fenomenul ar putea s par paradoxal i greu de neles, dar realitatea ne arat c exist un tablou pe care vom ncerca s l descriem n cteva cuvinte. n anul 1990 toate organizaiile au plecat din acelai punct n ceea ce privete relaiile publice. Acela a fost momentul zero. De atunci, n funcie de gradul de nelegere, de pregtirea managerilor, de contactele pe care le-au avut cu partenerii din strintate i de cte au neles din aceste contacte, dar n primul rnd n funcie de cum s-au raportat la interesele majore ale propriilor organizaii, componenta de PR s-a dezvoltat mai repede, mai ncet sau aproape deloc. n domeniul relaiilor publice, organizaiile triesc (i mor) n timpi istorici diferii. Iat cum ar putea arta, de la minus la plus, multitudinea mediilor de relaii publice din Romnia:
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Situaia cea mai proast Sunt organizaii unde exist o singur persoan desemnat pentru acest domeniu, de multe ori fr pregtire, care se limiteaz la contacte sporadice, ocazionale i ineficiente cu media. Birourile de pres tradiionale Pasul urmtor l reprezint situaia n care sunt organizate birouri tradiionale de pres. Aici se redacteaz comunicatele clasice care se trimit cu prilejul unor momente fixe sau cu prilejul unor anumite evenimente. Comunicarea cu presa este reactiv, nu se folosesc deloc sau aproape de loc mijloacele electronice, nu sunt valorizate informaiile care se vehiculeaz pe internet, revista presei se face cu foarfeca tradiional care n alte locuri a devenit obiect de muzeu, nu sunt cunoscute limbile strine, membrii biroului sunt persoane fr abiliti de comunicare, de aceea sunt aproape necunoscui n rndul jurnalitilor. O soluie de tranziie mimetism n loc de schimbare real Etajul urmtor l reprezint birourile de comunicare n care se menine majoritatea caracteristicilor specifice palierului anterior, dar apar elemente noi. Acestea in de mimarea unor tehnici moderne de comunicare, fr a se schimba nimic n profunzime. De exemplu, exist pagin de web, dar aceasta este srccioas, lipsit de informaii despre organizaie, neatractiv din punct de vedere grafic. Nu exist specialiti cu pregtire adecvat sau dac exist nu au un rol important n cadrul biroului. Birourile de relaii publice moderne sau e PR Au depit faza tradiional sau mimetic despre care scriam ceva mai nainte i au trecut n ceea ce poate fi numit e PR: relaiile publice desfurate cu predilecie prin intermediul mijloacelor electronice. Acestea practic, aa cum remarc Shel Holtz, comunicarea many-tomany, muli ctre muli, obiectiv firesc dac ne gndim c la sfritul anului 2002 existau aproape 665 milioane de utilizatori de Internet, iar numrul a crescut constant n urmtorii ani. Potrivit autorilor Iulian Veghe Ruff i Bogdan Grigore, un astfel de birou modern comunic prin: e-mail, pagin Web, forumuri de discuii, camere de chat, conferine de pres online, epublicaii. Pentru ca informaiile transmise prin toate aceste mijloace moderne s poat fi puse la dispoziia publicului int al organizaiilor avem nevoie de profesioniti n comunicare, dar nu numai, i avem nevoie de mult creativitate.
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TRANSLATION. PR in Central and Eastern Europe Let us start with the positive side: Public Relations have reached, in Central and Eastern Europe, just 20 years after the political changes, a stage that is as developed as that in the West. And the development is growing at a fast pace. Many PR agencies are announcing annual growths with their procent in number of tens and there isnt practically a company that doesnt use PR in one way or another, whatever this may mean for the public. The same thing is valid for authorities, ministeries and other political institutions. Public Relations are absolutely trending now backstage the ex-Iron Courtain. PR has become a trendy word. Prior to 1989, there wasnt practically in these countries most of them communist such a western decadence as Public Relations.PR was usually the aconym for propaganda. Or it was another way of doing curious affairs, most of the time illegal, with information given in return for money and offered by the States Secret Services known as KGB or the Securitate, and, many times (it is said), by the Catholic or Othodox Church. Because these had always had many open means of communication, even if everything else was blocked. In communist times few were those who had any idea about what public relations meant. Only in exceptional cases did the specialized Western literature find its way through Russia, Poland, Romania and the Baltic countries. Most of the times, only poor quality photocopies of the originals were available such as Ed Bernayss books, Albert Oeckls or Ivy Lees ones, who had tried as far as 1906, with his Declaration of Principles, to set some standards for the PR industry.
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Creativity in PR Starting slow at first then continuing at a faster pace, the PR professionals in our country have begun to establish a more correct and effective position of this profession on the market. A very important first step was the emergence of the first specialized universities and the preparation of the first practitioners on whose diplomas is written, intentionally, relationist or communicator as their profession. This was 70 years ago, when higher education specialized in PR, was spreading around the world. Actually, this is the time lag we need to refer when discussing about Public Relations in Romania. Societys growth rate, globalization and all its aspects, our countrys integration in the European and Euroatlantic structures, al of these determiners oblige us to a change of direction and the way that we handle PR. No one has the time to fix the historic lags. Time is money, society changes and organizations have to position themselves publicly as best as they can. What other way than not by using PR or communication techinques as modern and as effective as possible? That is why, before the importance for Public Relations to be assimilated by all organizations, with all the confusions still being done, the issue of creativity in PR is beginning to be more sought after. The phenomenon might seem paradoxal and difficult to understand but reality shows us that there is a pattern which we will try to describe in a few words. In 1990 all organizations began working with PR from the same starting point. That was ground zero. Since then, depending on the level of understanding, the managers qualifications, the contacts with parters abroad and how much they understood from these contacts, but firstly how they served their own organizations interests, the PR component developed faster, slower or it didnt develop at all. In PR, organizations appear (and disappear) in different historical ages. This is an example of how the high number of media in Romanias PR could present itself, starting from the worst and finishing with the best: The worst situation: There are organizations where only one person is assigned for this job, most of the time without any studies in the field, who is limited at establishing only occasional, temporary and inefficient contacts with the media.
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Traditional Press Bureaus: The next step is the organization method of traditional Press Bureaus. This is the place where the classic press releases are written and are sent when a set event takes place or when certain events happen. Interaction with the press is reactive, electronic communication is not used at all or rarely, information on the internet is not valued, no one knows foreign languages, the members of the Bureau are people with no communication skills and that is why journalists almost never know who they are. A back door faking change instead of making it happen The next step is represented by the communications bureaus where major characteristics of the previous presentation are present but also new elements are added. These consist in miming modern communication techniques without any major change happening. For example, there is a web page but it is incomplete, it has no information about the organization, visually unattractive. There are no specialists with the proper training or if there are, they do not have an important role inside the Bureau. Modern PR Bureaus or e-PR They overcome the traditional phase or the fake change we were talking about previously and advanced to what it can be called e-PR: Public Relations used via electronic media. They use, as Shel Holtz sees, the many-to-many communication, following an obvious direction if we consider that by the end of 2002 there were almost 665 million users on the internet, and their number increased constantly during the following years. According to Iulian Veghes Ruff and Bogdan Grigore, this kind of modern office communicates via e-mail, Web page, discussions forums, chat rooms, online press conferences, e-publications. For the information transmitted via this entire modern media to be accessible to the target public of organizations, we need communication professionals, and not only, and we also need a lot of creativity.
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Nr.1 Term Definition
Public Affairs 1. Activities that promote an organization's program, services, and image to the public. 2. The process of communicating an organisation's point of view on issues or causes to political audiences like MPs and lobbying groups. http://erc.msh.org/mainpage.cfm? file=2.2.3p.htm&module=gmt&language=English http://www.prca.org.uk/default.asp?sid=3&pid=47
Source of definition Grammatica l information Synonyms Antonyms Collocations Termen Definitie
Sursa definitiei Inf. gram. Sinonime Antonime Colocatii
Afaceri publice Componenta a relatiilor publice, care consta in influentarea procesului de elaborare, implementare sau evaluare al unor politici publice, considerate a avea impact asupra organizatiei. Termenul mai este folosit si de structurile guvernamentale pentru a-si descrie activitatile de relatii publice si de unele corporatii ca termen general care inglobeaza multiplele actiuni de relatii publice desfasurate de acestea. Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.8
Source of definition Grammatical information Synonyms Antonyms Collocations
Crisis communication Crisis communication is sometimes considered a sub-specialty of the public relations profession that is designed to protect and defend an individual, company, or organization facing a public challenge to its reputation. http://en.wikipedia.org/wiki/Crisis_communication
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Termen Definitie
Comunicare de criza Ansamblul metodelor si politicilor utilizate de o corporatie pentru diseminarea informatiilor atunci cand organizatia este implicata intr-o situatie de criza. Pentru o organizatie, criza este o situatie neprevazuta, care intervine in desfasurarea normala a activitatii si care ii poate periclita imaginea si reputatia. Consecintele ei sunt importante la nivelul unuia sau mai multor publicuri. De regula, in cazul unei crize, publicul va cauta mai activ informatii in mass media pentru a intelege semnificatia evenimentelor. Prin intermediul comunicarii de criza, organizatia trebuie sa raspunda intr-un termen foarte scurt, cu acuratete si completitudine acestei nevoi de informare a publicului. Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.549, p.18
Nr.3 Term Definition Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii
Internal communication The function responsible for effective communication among participants within an organization. http://en.wikipedia.org/wiki/Internal_communication
Comunicare interna Totalitatea formelor de comunicare cu angajatii sau alti membri dintr-o companie sau dintr-o organizatie. Doug Newson, Jusy Vanslyke Turk, Dean Kruckeberg, Totul despre relatiile publice, Polirom, Iasi, 2003, p.674
Press release A written or recorded communication directed at members of the news 33
Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie
media for the purpose of announcing something claimed as having news value. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. http://en.wikipedia.org/wiki/Press_release
news release, media release, press statement or video release Comunicat de presa Document scris, realizat de un specialist in relatii publice, care cuprinde o informare periodica despre activitatile intreprinse de client - o companie sau o organizatie si care este distribuit institutiilor de presa in scopul de a fi adus la cunostinta publicului. Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.551
Press conference A media event in which newsmakers invite journalists to hear them speak and, most often, ask questions. http://en.wikipedia.org/wiki/Press_conference
news conference Conferinta de presa Intalnire organizata, in cadrul careia purtatorul de cuvant al unei organizatii sau al unei persoane aflate in atentia presei furnizeaza informatii si raspunde intrebarilor jurnalistilor. Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.551
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Nr.6 Term Definition Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie
Focus Group A form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging. http://en.wikipedia.org/wiki/Focus_group
Focus- grup Focus-grupul este o tehnica de cercetare calitativa, utilizata in advertising, marketing si relatii publice. Un focus-grup poate sa isi propuna sa identifice atitudinile si motivatiile unui public specific, sa testeze sau sa formuleze anumite teme si strategii de comunicare. Tehnica presupune o discutie informala, de maxim 2 ore, la care participa 8-12 persoane, alese astfel incat sa reprezinte un public-tinta dorit. Discutia este orientata de un moderator, care incurajeaza membrii focus-grupului sa vorbeasca liber despre anumite teme. Rezultatele nu pot fi generalizate la o intreaga populatie, ci dau directii asupra opiniilor participantilor si pot fi folosite ca ipoteze pentru cercetarile cantitative. Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.134
Nr.7 Term Definition Source of definition Grammatical information Synonyms Antonyms Collocations
Lobby Is the intention of influencing decisions made by legislators and officials in the government by individuals, other legislators, constituents, or advocacy groups. http://en.wikipedia.org/wiki/Lobbying Used as a noun or verb
Lobbying, lobbyist 35
Termen Definitie
Lobby Procesul de construire si mentinere a relatiilor cu legislatorii si administratia in scopul influentarii legilor si politicilor formulate sau implementate de acestia. Este o practica folosita de specialistii in relatii publice care lucreaza pentru corporatii sau pentru servicii publice, atunci cand ajung sa reprezinte o anumita ramura industriala (de ex. petrolul sau gazele) sau anumite interese (de ex. organizatii din domeniul sanatatii). Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Principles of Marketing, Second European Edition, Prentice Hall Europe, 1999, p.830; Doug Newson, Jusy Vanslyke Turk, Dean
Publicity Is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment. http://en.wikipedia.org/wiki/Publicity Noun, countable, no plural
Publicity O functie a relatiilor publice care implica diseminarea, prin diversele media selectate, a unor mesaje planificate si executate cu scopul de a mari interesul pentru o organizatie sau o persoana. Caracteristic pentru publicity este ca organizatiile nu platesc publicarea acestor informatii de catre media. Doug Newson, Jusy Vanslyke Turk, Dean Kruckeberg, Totul despre relatiile publice, Polirom, Iasi, 2003, 677
Nr.9 36
Term Definition Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie
Community Relations Establishing trustworthy relations between an organization and the community in which it operates.
Sursa definitiei
Relatii comunitare O componenta a relatiilor publice care consta in activitati de stabilire a unor relatii de incredere intre o organizatie si comunitatea in care opereaza. Obiectivele urmarite sunt sa se obtina sprijinul publicului si sa se creeze o imagine buna a organizatiei. Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.8; Fraser P.Seitel, The Practice of Public Relations, Pearson Education, 2004, pp.288-289
Inf. gram. Sinonime Antonime Colocatii
Multicultural Relations Relations with individuals and groups belonging to multicultural communities.
Sursa definitiei
Relatii cu grupurile multiculturale Componenta a relatiilor publice care consta in stabilirea unor relatii cu indivizi si grupuri apartinand unor comunitati multiculturale. Caracterul multicultural se refera la diferentele percepute in legatura cu anumite grupuri la nivelul: originii etnice, religiei, rasei, abilitatilor fizice, orientarii sexuale etc. Rolul acestor activitati este de a arata ca organizatia respecta si raspunde nevoilor pe care le au indivizii care apartin unor grupuri multiculturale Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.9; ; Fraser P.Seitel, The Practice of Public Relations, 37
Pearson Education, 2004, p.286 Inf. gram. Sinonime Antonime Colocatii Nr.11 Term Definition Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii
Media Relations Involves working with various media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner. http://en.wikipedia.org/wiki/Media_relations
Relatii cu presa O functie a relatiilor publice care implica lucrul cu presa in scopul de a face cunoscuta o organizatie si de a raspunde solicitarilor jurnalistilor cu privire la acea organizatie. Doug Newson, Jusy Vanslyke Turk, Dean Kruckeberg, Totul despre relatiile publice, Polirom, Iasi, 2003, p.682
Financial Relations Creating a trustworthy climate and profitable relations between an organization the financial community.
Relatii financiare O componenta a relatiilor publice care consta in crearea unui climat de incredere si a unor relatii reciproc avantajoase intre organizatie si comunitatea investitorilor sau, in general, intre organizatie si comunitatea financiara. 38
Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.9, p.114
Government Relations
Relatii guvernamentale O componenta a relatiilor publice care consta in stabilirea unor legaturi directe cu legislatorii sau cu agentiile de reglementare, care sa serveasca intereselor organizatiei. Aceasta componenta este importanta mai ales pentru companiile din industriile care sunt supuse unei legislatii stricte si care sunt afectate in mai mare masura de deciziile pe care le iau autoritatile. Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.348, p.9
Public Relations The practice of managing communication between an organization and its publics. http://en.wikipedia.org/wiki/Public_relations
39
Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii
Relatii publice O functie distincta a managementului, care ajuta la stabilirea si la mentinerea unor relatii reciproce de comunicare, intelegere, acceptare si cooperare intre o organizatie si publicurile sale. Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, pp.3-4, 8-9
Industry Relations
Relatiile cu industria Componenta a relatiilor publice, care urmareste sa stabileasca relatii bazate pe incredere, cu actorii din industria in care activeaza compania (asociatiile patronale sau profesionale, companiile concurente, etc). Dennis L.Wilcox, Glen T.Cameron, Philip H.Ault, Warren K.Agee, Public Relations, Strategies and Practices, Seventh Edition, Pearson Education, 2003, p.8
Source of definition Grammatical information
Reputation Reputation is the opinion (more technically, a social evaluation) of the group of entities toward a person, a group of people, or an organization on a certain criterion. It is an important factor in many fields, such as education, business, online communities or social status. http://en.wikipedia.org/wiki/Reputation Noun, countable
40
Synonyms Antonyms Collocations Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii
Reputatie Parere publica, favorabila sau defavorabila, despre cineva sau ceva; felul in care cineva este cunoscut sau apreciat.
Corporate Social Responsibility
Responsabilitatea sociala a companiilor Adoptarea unor politici de afaceri care sa indeplineasca sau sa depaseasca asteptarile de ordin etic, legal, comercial sau asteptarile pe care le are societatea de la o companie - conform Business for Social Responsibility Philip Kotler , Nancy Lee Corporate Social Responsibility: Doing the Most Good for Your Company an Your Cause, 2005, John Wiley & Sons Inc., New Jersey, p.3
Nr.18 Term Definition Source of definition Grammatical information
Shareholder Is an individual or institution (including a corporation) that legally owns one or more shares of stock in a public or private corporation. Shareholders own the stock, but not the corporation itself (Fama 1980). http://en.wikipedia.org/wiki/Shareholder
41
Synonyms Antonyms Collocations Termen Definitie
stockholder Shareholder Persoana care detine actiuni din capitalul unei corporatii sau al unui fond mutual. In cazul corporatiilor, la dreptul de proprietate, se adauga dreptul de a dispune de dividende si dreptul de vot in legatura cu anumite probleme ale organizatiei, inclusiv asupra consiliului director. Reprezinta o categorie importanta din randul stakeholder-ilor unei organizatii.
Stakeholders A corporate stakeholder is a party that can affect or be affected by the actions of the business as a whole. The stakeholder concept was first used in a 1963 internal memorandum at the Stanford Research institute. It defined stakeholders as "those groups without whose support the organization would cease to exist." http://en.wikipedia.org/wiki/Stakeholder_%28corporate%29
Stakeholders Publicuri (indivizi, comunitati, organizatii, grupuri socio-profesionale etc.) care afecteaza sau sunt afectate de operatiunile unei companii. Aceste publicuri pot fi interne (ex. angajatii companiei) sau externe (ex. clienti, furnizori, actionari, comunitatea locala, administratia etc). EU Green Paper on CSR, p.28
Nr.20 Term
Brainstorming 42
Definition Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii
The creative process of group-thinking to stimulate or articulate ideas on a give subject or problem. http://www.prca.org.uk/default.asp?sid=3&pid=47
Brainstorming Tehnica de creativitate menita sa obtina de la un grup de persoane, intrun timp limitat, un numar mare de idei privind solutionarea unei probleme. Constantin Florescu, Petre Malcomete, Nicolae Al.Pop, Dictionar de marketing, 2003, Editura Economica, Bucuresti, p.90
Client The organisation or person who employs a PR consultancy. http://www.prca.org.uk/default.asp?sid=3&pid=47 Noun, countable customer Clientela Totalitatea clientilor dintr-o firma, birou sau intreprindere.
Nr.22 Term Definition Source of definition
Communication The credible, honest and timely two-way flow of information that fosters common understanding and trust. http://www.prca.org.uk/default.asp?sid=3&pid=47 43
Grammatical information Synonyms Antonyms Collocations Termen Definitie
Comunicare Comunicarea este un ansamblu de aciuni care au n comun transmiterea de informaii sub forma de mesaje, tiri, semne sau gesturi simbolice, texte scrise .a. ntre dou persoane, numite interlocutori, sau mai formal, emitor i receptor. Comunicarea n mas este o parte integrant a mass-mediei, concept relativ nou, care s-a dezvoltat n special n perioada postbelic, ca o consecin direct a apariiei noilor forme de transmitere a informaiilor, fie prin unde radiofonice, fie prin imagini pe micul ecran. http://ro.wikipedia.org/wiki/Comunicare
Competition Other organisations that represent a threat to a particular business. http://www.prca.org.uk/default.asp?sid=3&pid=47 Noun, countable
Competitivitate
Nr.24 Term Definition Source of definition
Contract An agreement made between the PR consultancy and the client covering areas of agreed objectives, timing, service levels and price. http://www.prca.org.uk/default.asp?sid=3&pid=47 44
Grammatical information Synonyms Antonyms Collocations Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii Nr.
Contract
Corporate Social/Environmental Responsibility (CSR) Taking positive action to show an organisation has a responsible attitude to the people and environment it impacts on. Community relations may take the form of social outreach programmes designed to build relations and foster understanding of the role of business in the local community. The role of PR in CSR is to communicate effectively in order to build corporate accountability and transparency. http://www.prca.org.uk/default.asp?sid=3&pid=47
Responsabilitatea sociala a companiilor (Corporate Social Responsibility) Adoptarea unor politici de afaceri care sa indeplineasca sau sa depaseasca asteptarile de ordin etic, legal, comercial sau asteptarile pe care le are societatea de la o companie - conform Business for Social Responsibility. Philip Kotler , Nancy Lee Corporate Social Responsibility: Doing the Most Good for Your Company an Your Cause, 2005, John Wiley & Sons Inc., New Jersey, p.3
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Credentials Either the published information consultancies provide to prospective clients or an initial no-cost presentation of the consultancy's capabilities. http://www.prca.org.uk/default.asp?sid=3&pid=47 Noun, countable, plural
Scrisori de acreditare
Cutting An extract from a newspaper or magazine that makes reference to the client. http://www.prca.org.uk/default.asp?sid=3&pid=47 clipping Taietura din ziar
e-PR Involves communications using the Internet/new technology to 46
Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii
communicate with stakeholders. This could include tactics from using the company website effectively, to a "word-of-mouth" campaign using email (known as viral marketing). http://www.prca.org.uk/default.asp?sid=3&pid=47
online PR e-PR
Exclusive A news story offered by a PR practitioner to a single newspaper title, radio, website, or TV station. http://www.prca.org.uk/default.asp?sid=3&pid=47
Exclusivitate
Exposure The extent to which the target audience becomes aware of a person, message, activity, theme or organisation through the efforts of PR. 47
http://www.prca.org.uk/default.asp?sid=3&pid=47
Expunere publica
Financial PR The efforts of a publicly-held company, or one that is on the way to a public flotation, to communicate with shareholders, security analysts, institutional investors and stock exchanges. http://www.prca.org.uk/default.asp?sid=3&pid=47
PR Financiar
Logo A graphic or symbol owned by and representing a company or brand. http://www.prca.org.uk/default.asp?sid=3&pid=47 noun
48
Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii
Emblema a unei companii http://hallo.ro/search.do?d=en&l=ro&type=both&query=logo
Media Channel for the communication of information including newspapers, magazines, radio, TV, mobile phones and the Internet. http://www.prca.org.uk/default.asp?sid=3&pid=47 Noun, countable, plural
Mass-media Mijloace de comunicare
Mijloace de comunicare in masa
Nr.34 Term Definition Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie Sursa definitiei Inf. gram. Sinonime
Press office A press office handles all media enquiries and puts out all company messages or press releases - to the media on behalf of the organisation. This may be an in-house function or outsourced to a PR consultancy. http://www.prca.org.uk/default.asp?sid=3&pid=47
Press Bureau Birou de presa
49
Antonime Colocatii
Social Media Term given to websites and online tools which allow users to interact with each other in some way - by sharing information, opinions, knowledge and interests. http://www.prca.org.uk/default.asp?sid=3&pid=47
Web 2.0 Media de socializare
Social Networks Online communities of people who share similar interests. Influential social networking sites are Facebook, My Space, Bebo, Second Life or YouTube. http://www.prca.org.uk/default.asp?sid=3&pid=47
Retele de socializare
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Twitter Interactive 24-hour news cycle where people go to gather news, resources and discuss issues. http://www.prca.org.uk/default.asp?sid=3&pid=47
Tweet, send a tweet Twitter Mediu interactiv unde oamenii impartasesc idei si astfel se pot informa in permanenta si pastra legatura.
Vertical Media Media relating to different market sectors for a product or service. For example, you can promote a barcode printer in the printing media, packaging media and food retailing media. http://www.prca.org.uk/default.asp?sid=3&pid=47
Mijloace de comunicare pe verticala
51
Viral Campaign A communications campaign which is designed to exploit the potential of the internet to spread messages rapidly. The audience is encouraged to pass a message on to all of their email contacts. http://www.prca.org.uk/default.asp?sid=3&pid=47
word-to-mouth campaign Campanie virala
Storyboards Graphic organizers such as a series of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic or interactive media sequence, including website interactivity. http://en.wikipedia.org/wiki/Storyboard
Storyboard Prezentare ilustrata a unui spot tv, pe cadre esentiale succesive, cu adnotari privind modul de filmare, elementele audio, timpul estimat pentru fiecare cadru sau replicile personajelor. Mihaela Nicola, Dan Petre, Publicitate, Editura Comunicare.ro, Bucuresti, 2001, p.106
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Bibliography
Green, Andy (2001), Creativity in Public Relations, The Institute of Public Relations Isaacson, Kathleen, Getting a Job in Women in Business, Mar/Apr 2004, vol.56, Iss. 2, pg. 14, at http://gateway.proquest.com Morlay, Michael (2002), How to Manage Your Global Reputation. A Guide to the Dynamics of International Relations, New York University Press Newsom, Doug, Scott, Alan, Turk, Vanslike Judy (1993), This is PR, Wadsworth Publ. Comp., Belmont Pride, William M., Hughes, Robert J., Kapoor, Jack R., (1991), Business, Houghton Mifflin Company, Boston Ries, Al, Ries, Laura (2000), The 11 Immutable Laws of Internet Branding, HarperColllins Publishers
Wolf, Inger, Differences Concerning Modern Conduct in 21st Century Europe, at IV Congresso Internacional deProtocolo, 15-17 November, 2001
http://www.pr-romania.ro/articole/istoria-relatiilor-publice/684-relatiile-publice-in-europa-centrala-si-deest.html http://www.ana.gov.ro/rom/29.11/Creativitatea%20in%20relatiile%20publice.doc http://www.olimpiadelecomunicarii.ro/dictionar
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PORTFOLIO Public Relations

Turmoil in Egypt: Considerations for global PR professionals (excerpt)

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Sursa definitiei Inf. gram. Sinonime Antonime Colocatii

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Press release A written or recorded communication directed at members of the news 33

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Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii

Nr.16 Term Definition

Source of definition Grammatical information

Corporate Social Responsibility

Sursa definitiei Inf. gram. Sinonime Antonime Colocatii

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Synonyms Antonyms Collocations Termen Definitie

Sursa definitiei Inf. gram. Sinonime Antonime Colocatii

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Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie

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Source of definition Grammatical information Synonyms Antonyms Collocations Termen Definitie

Sursa definitiei Inf. gram. Sinonime Antonime Colocatii

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e-PR Involves communications using the Internet/new technology to 46

Nr.30 Term Definition

Termen Definitie Sursa definitiei Inf. gram. Sinonime Antonime Colocatii

Emblema a unei companii http://hallo.ro/search.do?d=en&l=ro&type=both&query=logo

Mass-media Mijloace de comunicare

Mijloace de comunicare in masa

Press Bureau Birou de presa

Web 2.0 Media de socializare

Mijloace de comunicare pe verticala

word-to-mouth campaign Campanie virala

Nr.40 Term Definition

http://www.pr-romania.ro/articole/istoria-relatiilor-publice/684-relatiile-publice-in-europa-centrala-si-deest.html http://www.ana.gov.ro/rom/29.11/Creativitatea%20in%20relatiile%20publice.doc http://www.olimpiadelecomunicarii.ro/dictionar

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