Digital PR Whatmough, Danny; PRCA
2018, 2018-11-13
eBook
The digital revolution has caused a seismic shift in the PR industry. It's altered every corner of the industry, bringing challenges and opportunities in equal measure. This book describes where ...we've been, where we are and where we're going. It's a manual for practitioners looking for guidance and ideas on how best to navigate this changing space.
Halkla ilişkilerin tarihsel süreç içerisinde çeşitli rol tanımlamaları olmuştur. İlk ortaya çıktığı dönemden itibaren hedef kitlenin beklentileri doğrultusunda kendini geliştiren, değiştiren halkla ...ilişkiler en mükemmel olma yolunda ilerleyerek çabalar göstermektedir. Bu çabalar, hedef kitleye nasıl daha fazla faydalı olabilirim sorusuna cevap aramaktadır. Bu alandaki çabaların geldiği aşama göz önüne aldığında günümüzdeki hedef kitle, saf ya da homojen bir yapı sergilememektedir. Bu hedef kitlenin aynı konularda farklı beklentiler içerisine girebileceği anlamına gelmektedir. Alanyazında henüz yeni tanımlanmaya çalışılan kurumsal sosyal savunuculuk kavramı, halkla ilişkiler için de yeni bir ilgi alanı olarak ortaya çıkmaktadır. Kavram, örgütlerin hedef kitlelerinin beklentileri doğrultusunda bazı konular üzerine aktivist bir yaklaşım belirlemelerini ifade etmektedir. Çalışma kapsamında halkla ilişkiler öğrencilerine göre bir örgütün kurumsal sosyal savunuculuk rolüne bakış açısı ve hangi konuların kurumsal sosyal savunuculuk bağlamında değerlendirilmesi gerektiği tespit edilmeye çalışılmıştır. Türkiye'de 399 halkla ilişkiler öğrencisi ile yapılan çalışmada, örgütlerin sosyal, siyasal ve ekonomik konularda savunuculuk yapması gerektiği görüşü ortaya çıkmaktadır. Ayrıca başta hak ve özgürlükler olmak üzere örgütlerin toplumu etkileyen pek çok konuda toplum yararına çalışması gerektiği dolayısıyla örgütlerin kurumsal sosyal savunuculuğunun halkla ilişkilerin bir parçası olduğu ve kilit bir rol oynaması gerektiği saptanmıştır.
This book tells the story of how the unorthodox liberalism of the public sector svengali Stephen Tallents helped reshape public life for a new social, political and technological age.
(Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable rethinks what it means to put the person at the center of the organization's decisions.
Linguocultural Aspects of PR Translation in the Modern World Minyar-Beloroucheva, Alla P.; Sergienko, Polina I.
Vestnik Rossijskogo universiteta družby narodov. Seriâ: Teoriâ âzyka, semiotika, semantika (Online),
10/2023, Letnik:
14, Številka:
3
Journal Article
Recenzirano
Odprti dostop
The present study deals with the topical issue of professional public relations (PR) terminology translation into the Russian language. The discipline and the field of professional activity, which ...emerged in Russia in the late 1980s, still poses lots of problems in terms of translation. The aim of the study is to reveal what translation procedures are applicable in rendering subject specific terminology into the target language with the absence of equivalents in the professional field. The novelty lies in the disclosure of translation features as well as translation procedures applied to PR terminology with special attention to linguistic and extralinguistic factors. The methods of comprehensive analysis of English PR terms, comprising the general scientific method, the communicative method, the method of comparative analysis, the dictionary definitions method, as well as the method of translation adequacy and the method of analysis of translation procedures and transformations have allowed to reveal the peculiarities of PR terms’ meanings and their functioning in the English professional discourse to be rendered into the Russian language. The findings illustrate the most adequate procedures to be used for the purpose of rendering PR terms and terminology as units of specific meaning into the target language. The conclusion drawn from the study postulates that along with the borrowing of PR terminological field, the English cultural and conceptual worldview was also adopted to produce a hybrid professional worldview sharing similar PR subject specific language units, which is a great advance towards English as a global language.
Public Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding in society by considering the notion of authentic communications within the ...context of an emerging digital media environment.
This qualitative analysis explores the challenge of developing authentic brand narratives in the digital age, whilst questioning the problematic nature of authenticity itself. Case studies of public relations activity of successful brands, and those in crisis, are supplemented by interviews with senior public relations and branding practitioners. The book lays out three specific arguments. Firstly, a repositioning of the relationship between public relations and brand practice is explored. It is argued that public relations practitioners are well placed to facilitate brands in the digital age, because of the inherent acceptance of the value of relationship building, adaptation and boundary spanning embedded in PR practice and best practice theory. Secondly, the book introduces a new concept of riparian brands. Such brands are based on solid core values, but have an ability to atune, adjust and naturalise to the prevailing social, cultural and economic environment. Thirdly, the book presents an ontology of the riparian brand in the form of an authentic brand wheel and 15 real-time interaction success factors.
Aimed at both academics and practitioners interested in the theoretical development of PR and its emerging relationship with branding, it will also be of interest to scholars of corporate communications, corporate reputation and branding.
El siguiente estudio introspectivo analiza la ideología knowmad vinculada a los profesionales de las relaciones públicas desde la perspectiva de académicos, profesionales y estudiantes de pregrado en ...relaciones públicas. Se analizan los aportes, tensiones y desafíos que surgen respecto a la ideología y se comparan características del perfil de los knowmads con el perfil profesional del relacionista. Para la recolección de la información se emplearon técnicas cualitativas y cuantitativas: entrevistas dirigidas a académicos ecuatorianos —expertos en relaciones públicas—; grupo de discusión con relacionistas titulados —profesionales—, vinculados a diversos sectores laborales; y finalmente una encuesta a estudiantes recurrentes de la carrera de Relaciones Públicas de la Universidad UTE —Quito, Ecuador—. Se concluye que es fundamental la proyección de los profesionales y estudiantes de relaciones públicas como knowmads, con el fin de rescatar a la profesión en toda su dimensión, haciendo frente a nuevos retos y requerimientos en un entorno cambiante y, sobre todo, competitivo. También se demuestra que varias características de los knowmads encajan directamente con estos comunicadores, validando la importancia de esta ideología para el futuro de la profesión.
The following introspective study analyses the knowmad ideology linked to public relations professionals from the perspective of academics, professionals and undergraduate students in public relations. It analyzes the contributions, tensions and challenges arising from the ideology and compares characteristics of the profiles between knowmads and PR professionals. For the research was used quantitative and quantitative techniques: interviews with Ecuadorian scholars —public relations experts—; discussion group with PR professionals, related to different labour sectors; and finally a survey with recurring students of the Public Relations undergraduate program of UTE University —Quito, Ecuador—. We conclude that it is essential the projection of professionals and students of public relations as knowmads in order to rescue the profession in all its dimension, facing new challenges and requirements in a changing and competitive environment. We show that several characteristics of the knowmads fit directly with these communicators, validating the importance of this ideology for the future of the profession.
In the spring of 2004, army reservist and public affairs officer Steven J. Alvarez waited to be called up as the U.S. military stormed Baghdad and deposed Saddam Hussein. But soon after President ...Bush's famous PR stunt in which an aircraft carrier displayed the banner "Mission Accomplished," the dynamics of the war shifted.Selling Warrecounts how the U.S. military lost the information war in Iraq by engaging the wrong audiences-that is, the Western media-by ignoring Iraqi citizens and the wider Arab population, and by paying mere lip service to the directive to "Put an Iraqi face on everything." In the absence of effective communication from the U.S. military, the information void was swiftly filled by Al Qaeda and, eventually, ISIS. As a result, efforts to create and maintain a successful, stable country were complicated and eventually frustrated.Alvarez couples his experiences as a public affairs officer in Iraq with extensive research on communication and government relations to expose why communications failed and led to the breakdown on the ground. A revealing glimpse into the inner workings of the military's PR machine, where personnel become stewards of presidential legacies and keepers of flawed policies,Selling Warprovides a critical review of the outdated communication strategies executed in Iraq. Alvarez's candid account demonstrates how a fundamental lack of understanding about how to wage an information war has led to the conditions we face now: the rise of ISIS and the return of U.S. forces to Iraq.
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