May 8 - 12, 2006. Public relations of non-profit organizations concerning development politics
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Teaching personnel
Target group: Advanced students
References
Dr.Behmer
Dipl.Soc.Wimmer
Dipl.Soc.Wimmer
Course Description
Meanwhile public relations have gained an important role within social communication. Since the further development of a modern media democracy may be shaped by successful public relations our aim in this course is to view the limits between theoretical systematisation on the one hand and empirically measurable research on the other hand the public relations of non-profit organisations (NPOs).
It can be seen that for a long period of time nearly all NPOs have not taken public relations as a strategic measure in a professional way. Analysis of prominent NPOs such as Greenpeace or Amnesty International, however, show that in the course of the 90s on the one hand they have clearly adjusted to the routines of production in the media system and on the other hand have also gained wide media resonance with actions and by staging heavily symbolic events partly connected with high resource costs. Not only due to the lacking resources making public relations is basically more problematic for aid organisations than for established political actors. Also the “moral bonus” may be lost for example if the organisation chooses professional public relations too obviously.
Meanwhile public relations have gained an important role within social communication. Since the further development of a modern media democracy may be shaped by successful public relations our aim in this course is to view the limits between theoretical systematisation on the one hand and empirically measurable research on the other hand the public relations of non-profit organisations (NPOs).
It can be seen that for a long period of time nearly all NPOs have not taken public relations as a strategic measure in a professional way. Analysis of prominent NPOs such as Greenpeace or Amnesty International, however, show that in the course of the 90s on the one hand they have clearly adjusted to the routines of production in the media system and on the other hand have also gained wide media resonance with actions and by staging heavily symbolic events partly connected with high resource costs. Not only due to the lacking resources making public relations is basically more problematic for aid organisations than for established political actors. Also the “moral bonus” may be lost for example if the organisation chooses professional public relations too obviously.
In this course we are pursuing three aims:
1. In the first part basic perspectives of the research field of public relations and journalism (inter alia processes of professonalisation and internationalisation, excellent public relations, the relationship between journalism and public relations) are selected and critically applied to NPOs with respect to their relevance.
2. In the second part concrete examples will be observed (e.g. UNICEF, Misereor, Caritas).
3. Based on the insights deriving from part one and two research designs are created in work groups with the aim of inquiring the public relations of NPOs – above all its structuring and effect.
The best way to carry out this research is by a one-week intensive course. A course on a weekly basis merely offers the opportunity to discuss current research thoroughly and critically and develop ideas and research proposals jointly. The course will be held in English.
Target group: Advanced students
Certificate:
Presentation (in part one or two)
creation of a research design (part three)
Maximum number of students: 20
Presentation (in part one or two)
creation of a research design (part three)
Maximum number of students: 20
References
- Salazar-Volkmann, Christian (1997): Gutes tun! Aber wie darüber reden? Zur Öffentlichkeitsarbeit entwicklungspolitischer Hilfsorganisationen. In: Bentele, G. / Haller, M. (Hrsg.): Aktuelle Entstehung von Öffentlichkeit, S. 251-265. Konstanz: UVK.
- Salazar-Volkmann, Christian (1997). Doing something good! But how can you talk about it? About the Public Relations of developmental aid organisations. Published in: Bentele, G. / Haller, M. (Publisher): The current emergence of the public, pp. 251-265. Konstanz: UVK.
- Tkalac, Ana / Pavicic, Jurica (2003): Nongovernmental Organizations and International Public Relations. In K. Sriramesh / D. Vercic (eds.): The Global Public Relations Handbook: Theory, Research, and Practice. pp 490-504. Mahwah, NJ: Erlbaum.
- Tkalac, Ana / Pavicic, Jurica (2003): Nongovernmental Organizations and International Public Relations. In K. Sriramesh / D. Vercic (eds.): The Global Public Relations Handbook: Theory, Research, and Practice. pp 490-504. Mahwah, NJ: Erlbaum.
Contact
Chiara Bianchini
Tel. + 39 041 2719511
Fax. + 39 041 2719510
Chiara Bianchini
Tel. + 39 041 2719511
Fax. + 39 041 2719510
