Chap. 12 – Central and Eastern Europe Global Public Relations 1

“Transitional” Countries Democratization and free market economy development are ongoing to various degrees Democratization and free market economy development are ongoing to various degrees Legacy of Soviet communism lingers in some aspects of culture and societal structure Legacy of Soviet communism lingers in some aspects of culture and societal structure Varying and unfolding participation in NATO, the EU and other organizations Varying and unfolding participation in NATO, the EU and other organizations 2

General Characteristics Communism left behind a somewhat apathetic society, distrustful of government Communism left behind a somewhat apathetic society, distrustful of government Media may still be viewed as propaganda channel by many Media may still be viewed as propaganda channel by many Internet use lower than in the West, but progressing; word-of-mouth more effective than media Internet use lower than in the West, but progressing; word-of-mouth more effective than media 3

Context for Public Relations Unique circumstances of nations “breaking up and coming together” Unique circumstances of nations “breaking up and coming together” New states but old cultures New states but old cultures Rapid nation building since 1990 Rapid nation building since 1990 PR unfortunately linked with propaganda PR unfortunately linked with propaganda High company profile brings risks (taxes, corruption) High company profile brings risks (taxes, corruption) 4

Role of Public Relations Distinguish present from past Distinguish present from past Help establish national role in international community Help establish national role in international community Help re-establish national identities Help re-establish national identities Establish itself as a worthy profession Establish itself as a worthy profession 5

Status of Public Relations Rapid growth; saturation in some areas Rapid growth; saturation in some areas More generalists; specialization slow to emerge More generalists; specialization slow to emerge Establishment of professional associations, but little cooperation among them Establishment of professional associations, but little cooperation among them CSR not seen as important responsibility CSR not seen as important responsibility 6

A Look at Poland Led CEE toward more liberal economy Led CEE toward more liberal economy Legacy includes unique juxtaposition of communism and the Catholic Church Legacy includes unique juxtaposition of communism and the Catholic Church 20 years since overthrow of communist regime – a new generation has grown up in freedom 20 years since overthrow of communist regime – a new generation has grown up in freedom Member of both NATO and the EU Member of both NATO and the EU 7

More on Poland Overriding concern is national security Overriding concern is national security Generally open to change and welcoming of new business ideas Generally open to change and welcoming of new business ideas Infrastructure such as roads in need of modernization Infrastructure such as roads in need of modernization 8

Notes on Polish Culture Interpersonal relationships are very important Interpersonal relationships are very important Strong sense of individualism Strong sense of individualism Rely on laws and morality to give structure to society Rely on laws and morality to give structure to society A hierarchical society with pronounced distinctions between “haves” and “have nots” A hierarchical society with pronounced distinctions between “haves” and “have nots” Masculine dominated society Masculine dominated society Punctual, lean toward formality Punctual, lean toward formality 9

Poland’s PR Environment Mass media largely in the hands of foreigners Mass media largely in the hands of foreigners Newer government rules place restrictions on foreign capital Newer government rules place restrictions on foreign capital Media coverage linked to a degree with advertising by companies Media coverage linked to a degree with advertising by companies Some agencies have established offices outside Poland Some agencies have established offices outside Poland Often housed within marketing departments Often housed within marketing departments 10

A look at Hungary Transition to limited market economy began in late 1960 Transition to limited market economy began in late 1960 Pivotal role in 1989, opening border to Austria Pivotal role in 1989, opening border to Austria Public relations applied tentatively to socialism in 1970s Public relations applied tentatively to socialism in 1970s Considerable formalization of PR practice since 1990s Considerable formalization of PR practice since 1990s 11

Status of Public Relations Nearing or has achieved saturation Nearing or has achieved saturation 300+ members of Hungarian PR Association 300+ members of Hungarian PR Association Still focused on image and market position of companies, but building trust a significant factor Still focused on image and market position of companies, but building trust a significant factor Just one formal higher education program in PR; no graduate programs Just one formal higher education program in PR; no graduate programs 12

PR Environment Media not as objective, independent, or professional as would be ideal for PR Media not as objective, independent, or professional as would be ideal for PR Media characterized by foreign ownership Media characterized by foreign ownership Newspaper readership diminishing Newspaper readership diminishing Web use and blogs increasingly popular Web use and blogs increasingly popular 13

A Look at Russia A huge landmass; 140+ million people; more than 30 languages; a wide range of faiths (though Orthodoxy dominates) A huge landmass; 140+ million people; more than 30 languages; a wide range of faiths (though Orthodoxy dominates) Critical impact of Gorbachev’s Glasnost and Perestroika Critical impact of Gorbachev’s Glasnost and Perestroika Quality of life diminished sharply in 1990s; rebounded with rise in oil prices Quality of life diminished sharply in 1990s; rebounded with rise in oil prices Striving to re-establish prominence in global community Striving to re-establish prominence in global community 14

PR Environment “Golden age of free press” of the 1990s replaced by strengthened central control more recently “Golden age of free press” of the 1990s replaced by strengthened central control more recently Newspaper circulation dramatically down; diminished public trust in media Newspaper circulation dramatically down; diminished public trust in media Pay for media coverage – zakazukha – is widespread Pay for media coverage – zakazukha – is widespread Internet seen as counterbalance, but access is limited Internet seen as counterbalance, but access is limited 15

Status of PR in Russia Influenced by Western models, but varies regionally Influenced by Western models, but varies regionally Glasnost and perestroika provided seedbed for PR practice, but recent developments threaten that status Glasnost and perestroika provided seedbed for PR practice, but recent developments threaten that status “Black PR” – manipulative methods – characterized political PR “Black PR” – manipulative methods – characterized political PR 16

More on PR A significant professionalization among practitioners A significant professionalization among practitioners Slow emergence of specialization (CSR, risk communication, etc.) Slow emergence of specialization (CSR, risk communication, etc.) Higher education courses and programs fairly widespread Higher education courses and programs fairly widespread 17