Vocational field

Public relation in practice

The fundamental task of the public work/Public relation is it to manufacture the contact between an order or an employer and a defined target group to strengthen or develop. Communication between order or employers and target group is to be set and steered then on. For this a set of communication instruments, among other things is this is available:

Press work: Letter and spreading press releases, topic contributions, user reports, speeches, Biografien, Unternehmensbackgrounder, topic planning, topic management, organization of press conferences, Roundtable, editorship attendance with customer, answering Presseanfragen, execution of journalist journeys, interview, Internet support

Medium observation: Observation of the medium operational readiness level of the order or employer and evaluation and analysis of the reporting

Medium organization: Provide from business reports, brochures, Flyern, announcements, new type characters, consumer magazines, Internet sides, Advertorials etc.

Meeting organization: Planning and execution of conferences, seminars, celebrations, consumer meetings, fairs and other Events

Internal communication: Development of coworker magazines, planning and execution of meetings for coworker, training of coworkers, Intranet support

Training: Medium training, advanced training, write training etc.

Sponsoring: Meeting of power-related agreements within the ranges sport, culture, social, environment and science

Other actions: Organization of profit plays and competitions, support of info.-mobile and exhibition booths

The central tasks of public work/Public relation are summarized in the career profile of the German Public relation society registered association in the formula ACTION:

Analysis, strategy, conception providing of situation and opinion analyses as well as strength/weakness profiles, definition of goals, development of strategies and conceptions for reaching the set goals

Contact, consultation, negotiation-constructional dialogue with the superior and/or the customer, negotiations with Dienstleistern, discussions and discussions with representatives of socially relevant groups as for example politicians and journalists

T ext and creative organization preparation and organization of information for example in the form of press releases, brochures or Internet sides

Implementation decisions meet, measures plan, costs calculate, schedules provide

Operational conversion execution of meetings and projects of any kind, active press work, dispatch of Mailings, etc.

Remachining, evaluation control of the success of the measures, analysis of effectiveness and efficiency, execution of corrections

The demand for Expertinnen and experts in the public work Public relation rises also in the last years continuously, not least because the society progressively out-differentiates themselves and within all ranges (organizations, institutions, parties, federations, enterprise, etc.) efficient communication structures as relevant is regarded. In Germany are approx. 30.000-50.000 persons (conditions: 2004, source German Public relation society registered association) in the public work Public relation actively, predominantly in organizations, enterprises, in agencies or as PR-Berater/in, as well as in training, research and teachings. The immense Spannbreite in the case of the estimations for the size of the German PR-industry (Roettger comes in its study to the vocational field in the year 2000 only on approx. 20,000 PR-persons employed) result particularly from the indistinct edges of the vocational field, which make a demarcation to the ranges more difficult like the journalism or marketing.

Conditions for professional public work are on the basis of a broad general education and a personal suitability a vocational qualification. Independent advisory and leading activities in the public work Public relation usually presuppose a successfully completed higher education as basis of further vocational specialization. Public work Public relation is a arbeitsteiliger process; Team ability and teamwork are necessary therefore; Generalists and specialists supplement each other.

Outstanding persons

• Phineas T. Barnum applies in 19. Century as prototypischer users of the attention thought (publicity).
• Barbara Baerns was first Professorin for public work in Germany (1989 at the free University of Berlin), research to the Determinationsthese.
• Bentele chair owner for Public relation at the University of Leipzig.
• Edward L. Bernays wrote the first book concerning PR to 1924 and had as result of its lifelong theoretical and practical activity model effect particularly also for the German PR.
• Carl dog living supplied the term PR in Germany of a broader practical and theoretical public in the post-war period.
• Ivy Ledbetter Lee placed its work to 1906 (declaration OF of principles) as press agent under the slogan of the public information activity.
• Franz Ronneberger was apart from Oeckl and dog living one of the prominent PR-theoreticians of Germany. He tried to explain v.a. in the 70ern and 80ern PR-work from theoretical points of view and put thereby special attention to the analysis of the mutual relations between society, public opinion and publication IC relation work, from which the political-social model of the PR developed. See also: Sozialisation by mass communication
• Albert Oeckl is considered as Nestor of the PR in Germany, was extensively theoretically and practically active and stood over decades at the point first the DPRG, then the IPRA.
• Arthur Page accompanied the ascent starting from 1927 as a vice-president PR founded ethicalally of AT&T with scientific and.
• Ludwig Roselius was not only theoretician, but made also coffee HAG one of the first international branded articles.
• Moritz Hunzinger advises politicians and obtains contacts to the economics. It applies due to different scandals and involving as the Enfant terrible the German PR. PR-scientist and - practical men deny that the activities of Hunzinger are given actually to the range PR.

Science

The scientific description of PR uses system-theoretical beginnings, the among other things following for the description and explanation often communication and:

• 4-Typen-Modell (Grunig)
• Determinationsthese (Baerns) and Intereffikationsansatz (Bentele/Liebert/Seeling)
• PR-work as organisation function (Szyszka)
• PR = construction of desirable realnesses (Merten)
• PR = interaction in society (putrid pass)
• Situative theory of the partial publicnesses (Grunig)
• System-theoretical beginning
• Theory of public confidence (Bentele)
• Communication-oriented public work (Burkart)
• Win Win model of exzellenter PR (Grunig)
• Interlaced communication (Bogner)

In Germany Leipzig a university chair for since 1993 at the university, which is occupied with Bentele, exists. Also the first PR-course of studies in Germany is resident since 2002 at the University of Leipzig.

See also

• Lobbyism
• Think tank
• On-line PR
• Agenda Setting
• Issue management
• Spin Doctor

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