DIZERTATIE MASTERAT

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    UNIVERSITATEA TEFAN CEL MARE , SUCEAVAFACULTATEA DE LITERE I TIINE ALE COMUNICRII

    MASTERAT:Comunicare i relaii publice

    LUCRARE DE DISERTAIE

    PUBLIC RELATIONSAND

    MASS-MEDIACommunication and interconnections

    Coordonator tiinific:

    Lector universitar dr.: Codru erban

    Student masterand:

    Florea Loredana- Anioara - Murean

    SUCEAVA2009

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    SUCEAVA2009

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    CONTENTS

    INTRODUCTION page 4

    CHAPTER I I. 1. The beginning of PR .......... page 7I. 2. What Public Relations are and how they work?.......... page 13I. 3. Public relations and mass-media interconnections... page16

    CHAPTER II II.1. PR Strategies and Techniques page18II.2. The role of technology in PR . .........page 22

    CHAPTER III III.1. Mass-media system.. page 30III.2. Press relations, press files and press release..... page 34III.3. Working with the media.. page 41

    CHAPTER IV IV.1. Media effects research for public relationspractitioners......................................................................................... page 43IV.2. The communication with the press during crisis.. page 46

    CHAPTER V

    V. Public Relations - Much more than media, analyst andblogger relations page 52

    CONCLUSIONS ......... page 56 Bibliograp hy... page 59

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    INTRODUCTION

    In our country, the notion of public relations has begun to be acquainted after

    the 90, and practiced as a profession after the year 2000. People tend to confuse

    public relations with the relations with the public and in order to embrace better the

    theme of public relations I decided to bring some light in this matter. In the next

    pages we will show what PR is, how it works and how it collaborates with the

    mass-media.

    What is the importance of relations with mass-media and why public

    relations have any connection with these ones? Why are they working together and

    not find themselves in an exclusion report? What is the status of each of them? Is

    this the best way to professionalism? In the spirit of the guide of PR practitioners

    good manners, a person that wants to understand how it works the professional

    mechanism of public relations as a way to achieve the success of the organization

    he works for, the PR specialist must understand, first of all, the society in which

    the firm he represents develops its activity. A good knowledge of the society itself

    means to be aware of the advantages he must use but also of the risks he must

    forecast and avoid. This thing cant be realized only by reporting his activity to

    mass media, as this channel of communication is the only one that has a globalreflection of a society.

    To consider yourself a very good practitioner in the realm of Public

    Relations, you must, first of all, know and use all that is new appearance in any of

    the media domains. The organization that a Public Relations practitioner works

    for must use all the media forms, in order to be consider efficient and successful,

    but in the most professional way possible.

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    The main idea of this work is that a good collaboration with mass-media is

    more than necessary. Its importance, its essentiality for the activity with the public

    relations reveals from the fact that mass-media was, from historical point of view,

    at the roots of public relations profession, and to support this idea we canexemplify the authors Phineas Taylor Barnum (1810- 1891) or Ivy Ledbetter Lee

    (1877- 1934), the second being the one that broadcasted for the first time a press

    release. Also mass-media was at the basis of public relations in Great Britain via its

    implication in the propaganda during the second world war. Having an efficient

    relationship with mass-media, the public relations practitioner will develop a

    positive image about his clients but also about himself. The practitioner must havespecialized studies (achieved in a state university that is totally dedicated to public

    relations, or, at least, at a department specialized in public relations within a state

    or private university). Experience, active work to an agency or a department in the

    domain are vital demands in the field. And he also needs an ingredient: passion

    for this job. If is not heart in every activity, event, campaign it will not be obtained

    true performance.

    After 1990, in Romania, many people started to be interested in public

    relations and began to gather materials, books, documents about it. They even

    traveled long distances in order to participate to courses, seminaries, classes of

    public relations. The domain grew slowly in the beginning, but after 2000 it started

    to be considered the key to success. The fact that equilibrium and good function of

    the modern society depend on the quality of communication is no longer a novelty.

    But this truth signifies the assumption of all responsibilities tied to the complex

    processes of communication by the leaders of different institutions but also by

    those who have the mission to mediate between these institutions and the great

    public: the journalists. Together with them, the representatives of another

    profession try to contribute/concur to the fast circulation of a correct information,

    to the improvement of social communication the public relations practitioners.

    In our days, institutions evolve in a more dense domain, being connected

    with various human categories, with social, political, economic and cultural

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    institutions, with traditional and new currents of ideas. Its impossible that only

    one institution to be able to deal with the communication of different problems in

    relation with a changing public. Thats why the organizations resort to mass-media,

    and via its huge impact and function to be able to transmit the messages theyconsider important for the public interest. The bond between the institution and

    mass-media is realized by the press bureau or the practitioners that work in specific

    departments and accomplish the duties of such a bureau. The specialists and also

    the students that are studying public relations need manuals, documents that would

    be able to reveal to them definitions, typologies, working techniques and strategies,

    all in a clear and accessible language, things that can be put in practice. In our country foreign materials were brought by people interested in this field and in

    time, translated in our language and modeled for our society. The universities

    began to take interest in public relations and formed public relations

    specialization, and even specialized PR universities focused on this domain and its

    relations with other branches. We have the fortune to study these things in

    legitimate institutions and also to access the patterns of foreign pioneers. We even

    have the opportunity to improve other models and bring our contribution in this

    area.

    In this paper work I intend to show the importance of public relations and

    their collaboration with mass-media, the type of problems that the practitioners had

    to deal with because of the society they lived in, and also how public relations and

    mass-media work together not only abroad but in our country too.

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    CHAPTER I

    I. 1. The beginning of PR

    Edward Bernays, whom many have considered the founder of modern public

    relations, wrote: The three main elements of public relations are practically as old

    as society: informing people, persuading people, or integrating people with people.Of course, the means and methods of accomplishing these ends have changed as

    society has changed. For Bernays and other historians of the practice, professional

    public relations has always gone hand in hand with civilization. In their eyes, much

    of recorded history can be interpreted as the practice of public relations. Whereas

    primitive societies ruled mainly through fear and intimidation, more advanced

    cultures depended on discussion and debate. Persuasion became less and lessgrounded in force and more and more grounded in words. With the invention of

    writing, public relations in the formal sense took shape.

    Whether they were promoting their image as warriors or kings, leaders of

    ancient civilizations such as Sumeria, Babylonia, Assyria, and Persia used poems

    and other writings to promote their prowess in battle and politics. In Egypt much of

    the art and architecture (statues, temples, tombs) were used to impress on the public the greatness of priests, nobles, and scribes. In ancient Israel, the Bible and

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    other religious texts became a powerful means for molding the public mind. With

    the growth of the Hellenic world, the word, both written and spoken, exploded as a

    force for social integration. And the Athens marketplace became a center of public

    discussion concerning the conduct of business and public life. Oratory flourished,and the public interest became a central concern of philosophical speculation.

    In ancient Rome, the force of public relations was evident in phrases such as

    vox populi , vox Dei (the voice of the peop