PublicRela+onsinTransi+onsociety:experienceofBal+cStatesand

PolandDr.KajaTampere

UniversityofJyväskylä

FINLAND

Whatistransi+onsociety?

Thesocie+eschangingfromatotalitariantodemocra+cformofgovernmentareknownastransi+onsocie+es.Transi+onisnotjustaone‐wayprocessofchangefromonehegemonicsystemtoanother.Transi+on,toacertainextent,alsocons+tutesacomplexreworkingofoldsocialrela+onsinthelightoftheprocessesdis+nguishingofoneoftheboldestprojectsincontemporaryhistory—theaQempttoconstructaformofcapitalismon,andincorpora+ngtheruinsof,thecommunistsystem(Smith,1997;Stark,1996).

Itwasinsteadtheopeningmoveinthereconstruc+onofanewsocialorderfromastrangemixtureofcomponentsofvariedorigin.Itwasamajorculturalandciviliza+onbreak,abeginningofthereconstruc+onofthedeepestcultural+ssueaswellasthecivilizedsurfaceofsociety,theslowemergenceofanewpost‐communistcultureandciviliza+on.(Sztompka,1996,p.120)

Thechangewastraumaforallparts.

WhatisPublicRela+ons?

•  PRisthemaintenanceofrela+onshipwithpublicbycommunica+oninordertoestablishmutualunderstanding.(defini+onisbasedofAmericanandEuropeanapproach,BledManifesto2002)

KeywordsforsuccessfulPRisdialogue

Whatmeanstobeindialogue?•  theymusthaveanequalopportunitytoini+ateandmaintain

theconversa+on;•  theymusthaveanequalopportunitytoofferchallenges,and

giveexplana+onsandinterpreta+ons;•  interac+onbetweenthemmustbefreeofmanipula+on,

superiorityandcontrol;•  andtheymustbeequalinpower

Beforeteamsoforganiza+onalmanagementcanreallycarryoutpublicrela+ons,threeprinciplesneedtobeagreedon:

•  theeconomicandsocialstabilityofanorganiza+ondependsonthesupportofpublicopinion;

•  allpeoplehavetherighttoreceiveinforma+ononthedecisionsthataffecttheirlives;

•  two‐waycommunica+onmanagementhelpsanorganiza+ontoadapttochanges

ThenatureofPRindemocra+ccountries

•  ThenatureofPRindemocra+ccountries–excellenttheorybyGrunig(1984):professionaldevelopmentthroughhistory

•  RoleofPRinEurope(BledManifesto2002:hQp://www.vercic.pristop.si/doc/manifesto.pdf):– Managerialrole–  Reflec+verole– Opera+onalrole–  Educa+onalrole

RoleofPublicrela+onsinTransi+onSociety

•  Changefromgovernmentrela+onstopublicrela+ons:deathofpersonalinfluencemodel

•  Changesincommunica+oncultureandethics•  Changesinaitudestowardresponsibility

•  Toteachsocietyhowtoliveinnewcondi+ons:togivehumanfacetocapitalism

ThepedagogicalroleofPRcanbeexpressedinthefollowingkeyconcepts:

•  Dialogue:equalityofthepar+es;thecrea+on,incoopera+on,ofaninterac+veprogramofac+on;followingtheviewpointsofthepublic;givingconstruc+vefeedback;explana+onthroughsitua+onsfamiliarandimportanttothetargetgroup;followingethicalstandards;andvalidity(truth,rightness,sincerity,comprehensibility)

•  Achievingresults:mutualunderstanding;achievingconsensus;admiingtheinevitabilityofchange

ThankyouforyouraQen+on!

•  hQp://kajatampere.files.wordpress.com/2007/09/kaja‐tampere‐doctoral‐disserta+on.pdf

•  hQp://kajatampere.files.wordpress.com/2008/03/pr‐research‐published1.pdf

•  hQp://kajatampere.wordpress.com/