1. This lecture is the last
part of the PR
processes and history
course (YVIA312)

2. The beginning of the 21st century: Public
Relations and Organisational communication
at the crossroads
Kaja Tampere, PhD
26.05.2009

3. Future:
opportunities
and prospects
Theory:
Public
interdiscipli
Relations
Practice: nary
in the
today’s approach
beginning
reality and
of 21st
excellence
century
theory
Past:
historical
heritage

4.  No classical PR theory. Grunig’s Excellence theory
four model approach is only one, which describes
professional practice. Lot of critics because of
idealistic nature.
 Deeply inter‐disciplinary approach: Public relations is
an applied social science, a branch of organisational
sociology which derives substantial conceptual
contributions from system theory, organisational
theory, communication, psychology, social
psychology, game theory, and other areas of social
inquiry’ (Dozier 1993).

5. Journalists
Economical Social
factors factors
Communication flow and result:
relations
Cultural Political
factors factors
Public relations officers
Main questions: If communication flow is always full, who fills
this flow? And who’s messages are dominant? And – who
designs relations?

6.  Roots: PR as profession, principle, code of ethics
 Relations with propaganda, conflict between different
ideologies
 Internal communication as part of PR, blossoming of
capitalism
 Opening period and collapse of Soviet Union, planned
economy in crisis
 Postmodernist PR, blossoming of consumption,
Market economy in crisis
 Network PR, computer‐mediated communication and
relations

7.  Balance is lost, new balance is needed
 Consumer oriented PR based on buying‐selling ideology is the
bad joke today in the economical crisis situation...
 PR is in the service of special interests ...theories are telling
something else
 PR profession in crisis, research results:
 Manager, Finn, in Estonia: “I need Public relations but I really
do not need a public relations officer!”
 Manager, Estonian, in Finland: “I can’t see the profitability of
PR. I really don’t need a secretary with a university degree...
 Old strategies and tactics are not effective anymore, new ones are not
ready yet
 PR in Facebook, Obama‐team: to one of my Estonian friend:
quot;Urmas, I need your voice on health care. Join my call: Ask
Congress to pass real health care reform in 2009.”

8. Everything new has been forgotten a long time ago!
The best experiences come from history: The Keeper
of the Royal Conscience
The value of theories: theoretical practice and
practical theory...
Take a look at macro level and develop the mission!
What it MEANS to practice PR at macro level? Role of
PR from system‐theoretical point of view: To keep a
system alive...
New professional quality: 4E concept ‐
educated, ethical, effective, economic...