By Trevor Morris
This publication is essential for a person attracted to Public Relations in New Europe Whether you're operating in PR, learning PR, a journalist facing PR, or simply attracted to this attention-grabbing and speedy growing to be industry, this book deals readers an essential perception into how PR works.
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Extra resources for Public Relations for the New Europe
Although there have always been charities, and examples of campaigning organizations can be found throughout history, the number of such organizations has grown phenomenally in recent decades. According to one estimate, fewer than a thousand such organizations were operating internationally in the late 1950s, but today there are more than 48,000 of them. According to another estimate they employ nearly twenty million people globally (quite apart from huge amounts of volunteer time) and enjoy an annual income of well over $1,000 billion.
This notion of confidentiality is an important feature of most professional codes and goes well beyond PR – it is, for example, what is expected of doctors or lawyers. Clearly PR people cannot expect clients or employers to talk to them frankly unless they know their confidence will be respected. The main issue which might arise here is if there are legal or regulatory reasons to reveal what a client or employer is planning or doing – or if the PR practitioner feels that there are public interest issues at stake (see the point on public interest below).
And, third, the public relations practitioner, unlike the propagandist, does not have effective powers of censorship or any lasting control of the media. Public Relations flourishes and grows in democracies and free market economies. There is little place or need for it in dictatorships. The propaganda techniques employed in the recent past have a lingering influence in the New Europe. According to Gabor Jelinek, Senior Consultant at Weber Shandwick’s Budapest office, these have practical implications for public relations work: “Journalists are wary of being manipulated.
Public Relations for the New Europe by Trevor Morris