1. Dr. Dejan Verčič, Partner Pristop Communications Public Relations: European Perspectives The 2 nd Croatian Public Relations Conference Pula & Briuni, 8 - 10 October 2001 Pristop Communications

2. European Perspectives Dr. Dejan Verčič Background PRSA Body of Knowledge 800 bibliographical items in 1988 updated in 1989 last version in 1993 - practically all listed items are from the US and all are in English

3. Pristop Communications European Perspectives Dr. Dejan Verčič Description The European Public Relations Body of Knowledge project (the EBOK project) initiated in 1998 by CERP Education (now EUPRERA - the European Public Relations Education and Research Organisation) originally 25 (now 27) participating countries (of 43 possible)

4. Pristop Communications European Perspectives Dr. Dejan Verčič Organisation The European project team Dr. Gerhard Bütschi (Switzerland) Dr. Bertil Flodin (Sweden) Dr. Betteke van Ruler (the Netherlands) Dr. Dejan Verčič (Slovenia) 25 (+2) national coordinators Technical infrastructure in Lugano (Switzerland)

5. Pristop Communications European Perspectives Dr. Dejan Verčič Contents a bibliography a Delphi study an ethnographic study 2002 EUPRERA (Bled) congress

6. Pristop Communications European Perspectives Dr. Dejan Verčič Purpose The purpose of the EBOK project is to codify the existing body of public relations literature in Europe and to enable its fuller use and affirmation which is at present restricted by linguistic, cultural and administrative barriers. It is to include all European countries and all European languages.

7. Pristop Communications European Perspectives Dr. Dejan Verčič Methods bibliographical item collection started in December 1998 a Delphi method first wave January-July 1999 second wave August-November 1999 third wave November 1999-March 2000 an ethnographic study started in July 2001

8. Pristop Communications European Perspectives Dr. Dejan Verčič EBOK Countries

9. Pristop Communications European Perspectives Dr. Dejan Verčič Findings public relations is a pan-European practice self-understanding and labelling differences not dependent on languages, but on administrative and sectoral boundaries academic research and education are rare

10. Pristop Communications European Perspectives Dr. Dejan Verčič Specifics many endogenous public relations-like concepts the context of European corporativism(s) doubletalk multicultural and multinational public relations and the EU

11. Pristop Communications European Perspectives Dr. Dejan Verčič Dimensions operational managerial educational reflective

12. Pristop Communications European Perspectives Dr. Dejan Verčič Consequence communication behaviour communication as an independent instrument of policy: legal, economic and communicative policy instruments communicative behaviour communication as a character of policy: information  consultation  interactive policy-making

13. Pristop Communications European Perspectives Dr. Dejan Verčič The first balance MANAGEMENT SUPPLIES EMPLOYEES CUSTOMERS POLITICIANS, CIVIL SERVICE, COMMUNITY MEDIA SOCIETY GENERAL PUBLIC GENERAL PUBLIC

14. Pristop Communications European Perspectives Dr. Dejan Verčič The second balance SHAREHOLDERS STAKEHOLDERS