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Darbo tema išryškėja žvelgiant ir tarpusavyje kombinuojant tris skirtingas perspektyvas – organizacijos, žiniasklaidos ir visuomenės. Šio darbo tyrimo objektas - Tarptautinio Berlyno literatūros festivalio viešosios komunikacijos ypatumai. Empirinėje darbo dalyje, aprašant kultūros organizacijos komunikacijos ypatumus ir analizuojant Tarptautinio Berlyno literatūros festivalio bei žiniasklaidos teminio diskurso skirtumus teoriniu darbo pagrindu tapo vokiečių autorių darbai. Darbo tikslas – išanalizuoti kultūros organizacijos ir žiniasklaidos viešajame diskurse išryškėjančius turinio ir tematinius skirtumus, atskleidžiant kuo skiriasi skirtingas kultūras reprezentuojantys pranešimai. Šiam tikslui pasiekti išsikelti tokie darbo uždaviniai: parengti kultūros organizacijos išorinės komunikacijos instrumentus; aprašyti masinės komunikacijos procesus ir jų dalyvius bei apibrėžti kultūrinės reprezentacijos kriterijus viešajame diskurse; pagal kultūrinės reprezentacijos kriterijus ištirti informacijos perdavimo procesų metu siunčiamų pranešimų turinį ištirti festivalio organizatorių viešąją komunikaciją; atskleisti kultūros organizacijos ir žiniasklaidos komunikacinių pranešimų ypatumus ir skirtumus tarptautiniame festivalyje: ištirti žiniasklaidos diskursą; palyginti festivalio organizatorių komunikaciją bei žiniasklaidos diskursą. Darbe naudojami mokslinės literatūros bei kiekybinių ir kokybinių duomenų analizė. Atlikus mokslinės literatūros analizę paaiškėjo kokie yra pagrindiniai... [toliau žr. visą tekstą] / The object of this research - public communication features of International Berlin literature festival. Aim of this thesis - to analyze culture organization and media content and thematic differences in public discourse, by revealing how different cultures representing communication differs. / Das Thema der Arbeit entsteht, wenn man drei verschiedene Ansichten kombiniert – Organisationen, Medien und Gesellschaften. Der Gegenstand dieser Arbeit sind die Kommunikationsbesonderheiten des internationalen Literaturfestivals Berlin. Das Forschungsobjekt – in einem empirischen Teil des internationalen Literaturfestivals Berlin wurden die Bücher der Deutschautoren zur Arbeitsgrundlage bei der Beschreibung der Organisationskommunikationsbesonderheiten und bei der Analyse der Unterschiede zwischen dem internationalen Literaturfestival Berlin und den Medien. Das Ziel – die Analyse der Inhalts- und Thematik- Unterschiede zwischen den Organisationen und Medien. Um dieses Ziel zu erreichen, müssen folgende Aufgaben befolgt werden: die öffentlichen Kommunikationswerkzeuge der Organisationen müssen ausgearbeitet werden; die Kommunikationsprozesse und die Mitglieder sollen beschrieben werden deren kulturellen Repräsentationskriterien in einem öffentlichen Diskurs definierten werden; Inhalt von Nachrichten, öffentliche Kommunikation der Organisatoren erforschen; Besonderheiten und Unterschiede der Kulturorganisation und Medien beim internationalen Literaturfestival: den Diskurs der Medien ausarbeiten; die Kommunikation der Organisatoren mit einem Diskurs der Medien vergleichen. Für diese Arbeit wird wissenschaftliche Literatur und die Analyse der Angaben verwendet. Nach einer Analyse der wissenschaftlichen Literatur konnten die Besonderheiten der Festivalkommunikation und die... [der volle Text, siehe weiter]

This study examined the perception of managers in the Institute of Public Administration (IPA), Riyadh, Saudi Arabia as to the way public relations is practiced within Saudi Arabia based on a comparison with Grunig's four models of public relations. Out of a population of 38 directors and director generals, 30 participated in a personal interview for a 79 percent response rate.A Q-sort analysis revealed two perceptions of public relations performance in the Institute. Perceptions differed based on educational experience, and managerial levels. Top managers with Ph.Ds tended to view performance as related to Grunig's Press Agentry and One-Way Information models. Fewer level employees saw performance related to the Two-Way Asymmetrical and Symmetrical models. The researcher concluded that the more higher educated level managers had a better understanding of the reality of performance of public relations in IPA. Main attitudes from the sorts of the participants showing a significantly and different attitude in how directors generals and directors perceived public relations was being practiced in the IPA. The directors generals and directors strongly held different views concerning the practice of public relations in the IPA. / Department of Journalism

To minimize devastation and maximize opportunities provided during a corporate crisis, public relations professionals should collaborate with lawyers on crisis response strategies. The purpose of this study was to examine coverage of the Ford Motor Co. and Bridgestone/ Firestone, Inc. tire recall from May 2000 through May 2001 to determine whether there was a difference between the strategies used by each company and whether Ford Motor Co. and Bridgestone/Firestone, Inc. used more traditional public relations than traditional legal strategies during each crisis stage.A content analysis was conducted of articles covering the crisis from The Wall Street Journal and The Washington Post containing sentences attributed to each company's spokespeople. The search yielded 234 usable articles with 2,192 sentences.Coders identified strategies as traditional public relations, traditional legal, mixed, diversionary, or other. A chi-square was used to test the hypotheses.The first hypothesis, which said there would be no significant difference between strategies used by each company, was rejected. The second and third hypotheses, which said Ford Motor Co. and Bridgestone/Firestone, Inc. used significantly more traditional public relations than traditional legal strategies during each time period, were accepted. / Department of Journalism

The lack of studies relating to the ethical needs and values of public relations professionals in the European Union indicated the need for a research study to ascertain: 1. the experience of European Union public relations professionals in confronting and resolving ethical issues, 2. what the needs are in charting an ethical course for individual professional conduct, 3.what the needs are to guide organizations in the ethical performance of public relations, and 4. the social responsibility of public relations.Nearly all of the quantitative studies have been devoted to an examination of the views of members of American public relations associations. Numerous authors have pointed out the value of ethical standards and of a means of enforcement of the standards for professions. In spite of an ongoing professional dialogue as to the need, little progress has been made in defining sanctions against those who violate ethical principles while defining themselves as public relations counselors.This study was based on a mail survey created and distributed by Sharpe in the Fall of 1993. Three questions from the 1972 Newsom's research study were added. Threehundred and fifty-five public relations practitioner members of the International Public Relations Association within the European Union in 1995 were identified as the population for this study. A 35.2% response rate was attained after two mailings.The typical respondent was male, had been in the profession from 10 to 30 years, held an accreditation, was a specialist and identified himself as a counselor. He related that he confronted ethical issues with frequency particularly in relation to relationships with clients, the news media, and customers. The majority of the ethical issues, which would have or had transgressed the organizational policies and personal/religious principles, consisted of: misleading information, promising more than could and was delivered, supporting a program with which he disagreed in principle, withholding information, and failure to accept responsibilities. He said that he resolved the last ethical issue encountered, which involved their organization's management performance, by pointing out the ethical issue and influencing an ethical action. He placed some value on both IPRA Codes. He saw all ethical issues as ethically wrong, especially those relating to sexual harassment, the sale of unsafe products and services, discrimination, establishing different pay scales for men and women doing the same work, withholding information for gain at expense of others, and promotion and sale of products in other countries that are unacceptable in the EU that place people at risk. He viewed the public relations profession as having a leading role in improving relationships between peoples of different races within a country and between countries. He saw public opinion as an effective control over public relations performance. Finally, he would recommend the establishment and communication of the organization's ethics code and performance policies so organizational management would be recognized for public relations performance. The employment of public relations officials with professional memberships obligating them to uphold a code of ethical conduct was viewed as a criteria that organizations should establish as evidence of the organization's commitment to ethical public relations. / Department of Journalism

Surveys show that consumers tend to avoid traditional marketing channels, leading the practitioners to use earned media channels through public relations (PR). This has also led to the use of covert PR. To understand the use of this communications method, the purpose of this thesis is to study campaigns, which have gained transmission in social media, by investigating how practitioners of three different campaigns motivate the choice to use covert PR. The study is based on a hermeneutic methodology and has an abductive approach. It is carried out by semi-structured elite interviews with six contributors of three different campaigns, using covert PR. The primary data consists of the empery of the interviews, while the secondary data consists of a theoretical framework of excellence in public relations, the PR practice and viral messages. The result of the study indicates the point of view that covert PR has given the campaigns a wider reach. Furthermore the campaigns are described as having gained an extensive viral transmission, which exceeded the expectations of the interviewees. Nevertheless none of the practitioners think they will do a similar campaign again, it seems that they are aware of the risk of covert PR reducing the organisation’s reputation. The analysis also show a contradiction between the interviewees’ position and the presented theory, which might be caused by a perspective on PR as a way of spreading information rather than creating relationships. / Undersökningar visar att konsumenter i allt större utsträckning undviker reklam, vilket har gjort att kommunikationspraktiker i större utsträckning väljer förtjänade kanaler, eller public relations (PR), för att nå sina målgrupper. En följd av det är PR-aktiviteter med dolda avsändare. Med utgångspunkt i den debatt som finns kring metoden är syftet med studien att undersöka PR som fått viral spridning med avseende på hur tre kampanjer utformats och hur praktikerna bakom dessa i efterhand motiverar och resonerar kring valet av dold viral PR. För att få förståelse för fenomenet och varför sådana kampanjer genomförs har studien ett hermeneutiskt förhållningssätt och en abduktiv ansats. Undersökningen har genomförts med en kvalitativ metod genom semistrukturerade elitintervjuer med sex stycken praktiker som jobbat med någon av tre valda kampanjer. Det empiriska materialet i form av intervjuerna utgör studiens primärdata, medan dess sekundärdata består av teorier och tidigare forskning om excellens i public relations, PR i praktiken och viral spridning i sociala medier. Resultatet visar att den dolda avsändaren och dess avslöjande anses bidra till viral spridning. Kampanjerna motiveras med att de nått stora målgrupper, väckt debatt och varit underhållande – och räckvidden har överträffat praktikernas förväntningar. Ändå nämner alla att det inte är önskvärt att förknippas med metoden. Respondenternas utsagor går till viss del emot teorins normativa resonemang, vilket möjligtvis skulle kunna förklaras av en syn på PR som informationsspridande snarare än relationsskapande.

Forskningen om lobbyism i Sverige har hittills i huvudsak fokuserat på riksdagen. I den här uppsatsen undersöks lobbyism på kommunal nivå utifrån ett mottagarperspektiv med fokus på beslutsfattare och deras erfarenheter av lobbyism. Syftet är att belysa hur beslutsfattare i svenska kommunfullmäktige uppfattar att lobbyism går till i sina egna kommuner. Studiens utgångspunkt utgörs av lobbyismens relation till demokrati och i den kvalitativt genomförda undersökningen används en analysram baserad på tre värden för demokratisk lobbyism, benämnda transparens, jämlikhet och etik. Empirin har samlats in genom intervjuer med åtta kommunala fullmäktigeledamöter. Resultaten visar att beslutsfattarna upplever att lobbyism inte alls förekommer i de egna kommunerna, eftersom de har en allmän bild av lobbyism som inte överensstämmer med hur de ser på de påverkansförsök som riktas mot dem i det politiska arbetet. Resultaten visar även att politikerna uppfattar beslutsprocesserna som öppna för insyn och lika tillgängliga för medborgarna. De uppfattar också att de olika intressenter som hör av sig i påverkanssyfte förser dem med sanningsenlig information. Samtidigt finner vi att den typ av påverkan som beslutsfattarna anser faktiskt förekommer i kommunen inte fullt ut når upp till teoretiska krav på transparens, jämlikhet och etik, eftersom en del intressenter till viss del verkar ha större möjlighet till inflytande. / The impact of lobbyist activities on political decision-making has been studied in Sweden mostly on a presumption that these matters take place on a national level. This paper examines lobbyist activities in the local political processes with a perspective from the recipients point-of-view, namely the decision-makers and their experiences from lobbyist influences. The purpose of the study is to illustrate how decision makers in swedish municipal councils perceive lobbying in their own municipalities. In order to investigate the possible implications of these affairs we have conducted a qualitative research, looking into the democratic aspects of lobbying. For this purpose, we have built a theoretical framework based on three core values of democratic lobbying: transparency, equality and ethics. The empirical data has been collected from interviews with eight members of municipal councils. Our main findings show that the decision-makers deny the occurence of lobbying activities in their own municipalities, as they have a general idea of lobbying that is inconsistent with the kind of attempted influence they actually face in their role as politicians. Further findings reveal that politicians perceive the decision-making process as transparent and as equally accessible to citizens. They also perceive that stakeholders provide them with truthful information. In contrast, we find that the kind of influence that decision-makers believe actually occur in the municipality does not fulfill the theoretical requirements for transparency, equality and ethics, as certain stakeholders to some extent seem to have a greater opportunity to influence.

In this paper, Jürgen Habermas' account on 'The Structural Transformation of the Public Sphere' will be set into relation with the emergence of INGOs as actors in the public sphere. The emergence of NGOs, and later INGOs, can be closely linked to the transformation of the public sphere as described by Habermas. An account from the early beginnings of non-governmental associations to the institutionalized status of INGOs following the establishment of the UN aims to describe the roots and roles of such organizations as actors within the public sphere more precisely. The concept of 'good governance' will be related to the commitments of the INGO Accountability Charter of which Amnesty International (AI) is a signatory. The case of AI will then be used as an example to apply the insights gained from the theoretical perspectives explored before. The question of whether AI is successful in its application of good governance relies on the definition of 'successful'. In this paper, the definition is given by Habermas' definition of the actorness in the transformed public sphere and the fulfilment of the commitments to the INGO Accountability Charter. Identifying AI as an actor in the public sphere provides the ground on which the development and controversies surrounding this INGO will be analyzed. Understanding the role AI aspires to play is an important factor. In this context, the controversies AI has faced in the public eye become a starting point into the inquiry of what role good governance plays in AI's communicative efforts. These, in turn, are a key to the organization's attempts to counterbalance negative perceptions and to maintain its position as a successful communicative actor. The end will be formed by conclusions given on the analysis of AI's employment of good governance in transformed, transnational civil society. Points for future research will be indicated if applicable.

D.Tech / No transformation is subtler, yet more explosive, than the mega shift from an industrial to an information society. In an industrial society, the strategic resource is capital whereas in an information society, the strategic resource is information. These mega trends are evident, to a greater or lesser degree, also in South Africa. At the same time, South Africa has to meet the challenges inherent in the transition to participatory democratic government. Crucial in both these global and local challenges is the management of information and public opinion. One of the primary role-players in achieving this is the public relations (PR) practitioner. Effective public relations depends in many ways on achieving the right balance between over-reacting and under-reacting to events in the environment, as they manifest, inter a/ia, in public opinion. The fundamental tool for achieving this balance in managing public opinion is information. This requires that information be utilised in a strategic way to manage the perceptions constituting public opinion. PR practitioners working in the field of political communication in South Africa need to contribute to the establishment of a framework of political communication based on full acceptance of the requirements of a participative democracy. This involves, inter alio, improving access to information and developing efficient two-way communication between decision-makers and stakeholders. The Free State Provincial Government Department of Finance, Expenditure and Economic Affairs identified the need to improve communication with its stakeholders. To achieve this, an appropriate communication strategy and supporting action plans had to be formulated. This communication strategy and action plans formed the point of departure of this study. Of particular importance for this study were the related principles of the systems management approach, the systemic approach to political communication and the two-way symmetric model of public relations. Both the systems management approach (from a public relations perspective) and the systemic approach (from a political communication perspective) emphasise the need to achieve equilibrium within the system by balancing communication input and output. The two-way symmetric model explains public relations as an attempt to adjust the socio-political environment to suit the political principal, as well as to help the political principal adjust to his/her environment. The PR practitioner plays a vital role in assisting his/her principal to achieve equilibrium and to adjust to the environment. A starting point in evaluating whether communication equilibrium has been attained is to evaluate the communication processes in political public relations. One method of evaluating these processes is by means of a communication audit. The main aim of this study was to develop an evaluative model for political public relations. The objectives of the study were to determine whether the Department, as a political communication system, was achieving communication equilibrium by balancing communication input from its stakeholders with appropriate communication output. The study further recommended steps to achieve communication equilibrium and devised a means of monitoring and evaluating progress with implementation. It resulted in the development of a model for the attainment of communication equilibrium in accordance with the demands of the two-way symmetrical model of public relations.

Thesis is focused on an assessment visit to the Holy Father in Brno in terms of marketing and promotion. The theoretical part of the market and compares the non-profit sector, in particular the interaction and impact of marketing in these different areas. Practical part provides the theoretical background knowledge of the practical realization of the visit and evaluate its impact on the stakeholder groups.