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A World Week number seven, we discussed public relations with our guest lecturer.

And during this priority course, I want you, invite you to focus and

to think a little bit about the way how public relations through the prism of

the organizational communication and a communication between organization and

publics can be actually applied to once individual.

So let's talk about public relations and refresh what was there,

as well as let's discuss the self-promotion or self-PR.

What are the theoretical approaches which can navigate us through this part.

So we studied with full models of PR and the Excellence theory.

Full models of public relations is a historical perspective on PR.

It explains how the theory and

practice were developing from the 19th century throughout to these days.

At the same time, excellence theory is the normative theory of PR.

It also is focusing on the way how PR should be practiced,

as it have to be more effective.

And how it can make more contribution through the function of public relations

within the organization for the whole organization as well as to the society.

Then we move to our relationship management theory.

Which has its emphasis on a relationship and predicts how to build beneficial for

organization as well as for the society of relationships within the PR.

Public relations are all about the relationship.

So it does have some very similar sounding and it sounds quite the same.

So here, we're not talking about the efficiency mostly, but

how to get this efficiency through the well maintained relationships.

After that, situational theory of problem solving was discussed,

which as no surprise here, is focusing on the way how publics tend to solve their

problems in different situations.

And how PR practitioners on their authority and their functions need to

communicate with these public swore somewhat in need or in problem.

Dialogic theory is the most ethical theory of public relations.

It talks how to build effective communication channels for

the organization and as result to build a quality relationship with the public.

But here again, we are focusing on the way how communication should be symmetrical.

It should be a dialogue, it should not be one way communication

which is the most important message from this theory.

And we were finishing with the fully functioning society theory of PR.

It legitimize the role of PR in the society in general.

So it's not all about propaganda, it's not about changing public opinions.

It's advocating that the community hold the transcendent meaning for

individuals who are linked to organization.

And these individuals they do want an organization that connects them to such.

So basically, it has this integrative function and

it explains how PR function is integrated throughout the whole system,

not just focusing on the needs of the organization.

And excellence, on the other hand, and

on the effects which can be achieved throughout the practice of pure function

rather than how the contribution is maintained, why is it important?

because a lot fo the talk and

a lot of the debate was around the PR as being the manipulator

as not being the legitimate part of the whole society in general.

But when it comes to UPR and

to the UPR of the itself it's not the public relations of self,

but this is you maintaining your image within the public relation.

We move to the Goffman, and his impression management theory.

As you can see here at the slide, Goffman states that when an individual enters

the presence of others, they commonly seek to acquire information about him.

And at the same time the other individuals,

they can rely on what the individual says about himself or

on documentary evidence he provides as to who and what he or she is.

Basically impression management is not only about what is said,

and what is spoken out loud.

But it's also about all the other symbols and signs which we do before on the stage.

So what was his theory all about?

Well the most interesting part here is that government sees the whole

impression management and the whole communicative

practices of impressing others through the metaphor of a play.

So we are coming on the stage and we are performing in front of the audience,

in front of the others.

Well here is the famous Shakespeare quote, all the world stage and

all the man and women merely players.

Well for Goffman, this is what it is, and

we come to the stage to give information to.

So we speak it out loud and we give all the other symbolic parts

of our identity which are transmitted through not spoken,

not verbal symbols, but through the others.

So the impression management theory would outline how individual actors create,

maintain, defend, and often enhance their social identities.

The case here, the key term is social identity throughout the assumptions,

setting, prompts, and scripts in this play metaphor.

Impression management explains the motivations behind a complex human

interactions and their performances.

The motives for this goal is based on the assumption that the target audience

impression above the individual groups and organizations become really important for

them, and they become the reality for the target audience.

Authors, philosophers, and social science researches have long interpreted

the reality each individual actually has when he enters this stage.

And what he believes he is doing on the stage, so

we can either see the real thing or the imaginary.

And the impression exists in the sublime level throughout the socialization.

And generally does not manifest until the actor either succeeds or

fails to resonate with the perceptions of the target audience.

And the target audience transforms this performance as it's mutually

influential process.

So here, we're not just acting, we do get some clues and

some keys from the audience.

And we try to get closer them as all we want their expectations and

their understanding of our role when we actually play to be pretty much the same,

what was our initial goal to communicate.

So this role with this play metaphor with us being actors and

having some certain probes as we do in real life.

It can be the room, it can be the context of the situation,

it can be other people who are somehow interacting with us.

It does provide a fair framework, so we will understand how this

performance is accurately integrated into the play in general,

as the play can be the whole communicative situation.

So the whole act of maintaining this relationship through out

the particular case.

So how is the impression management important for

us as we are individuals who are integrated into the network.

And we do see now and we knew that the world is all about net working.

You need to promote yourself somehow, but

sometimes we think about networking as something dirty,

something annoying, something that would be distracting other people.

And we want to get rid of this part of our business practice usually.

What is networking?

Networking is seen as the act of making context with other individuals and

organizations with mutual interest to develop beneficial relationship.

So here actually, it's not a crime and things scarcely happening here.

How to build and maintain the leveraging relationships,

it's very important for, it's a part of the professional competence.

And any professional would like to extend his network and

to make it more beneficial for the organization and for himself or herself.

What are the top networking tips, which we can drive and

drive through the public relations theory, right?

As we're moving just from the big ground level of making the relationship work,

to the smaller scale level of promoting ourselves.

So first of all, we need to think about two way symmetrical communication.

Well it should not be one way, and we want our network and

our communication to get some response.

Secondly, we are building relationship, so

it's not just talking about our effectiveness and our benefits, which

we can bring throughout this communication and throughout this relationship.

We want to build a relationship on the basis of empathy and listening.

So it's not the point for you to go and

just dump a whole bunch of the information on the other person.

So this person would proceed it and understand whether he or

she is interested in you or not.

It's all about speaking and listening at the same time.

We do need to manage and clarify what our relationships within organization is.

So maybe if we come from the very first level and

will practice our networking skills on our colleagues or

on the colleagues who we don't really know yet, we might get a new interest.

We can open the new door to the new sphere our organization is dealing with,

and to get new context throughout there.

It can be quite interesting, and it's just a practical tip that we can apply.

Communicating the problem solving.

So we have this approach within the networking and

it doesn't have to come with a very good things at the very beginning.

So when we do have some troubles within the networking,

we need to communicate clearly and we need to talk about it.

We can approach our colleagues or our future colleagues as the stakeholders and

throughout the stakeholder theory,

we might think about them a little bit different.

So think about them as contributors, as people who your'e responsible for

and people who are responsible for you.

So we're here thinking about this mutual interdependence, and

if you have this approach of the mutual interdependence on the very initial level.

It might just make the way your relationships will be developing

a little bit different, it might come up to be a little bit more flourishing.

Finding creative ways to maximize the outcomes,

it's always about the way how do we present ourselves.

So here, we kind of going back to the rhetoric, but

at the same time we're thinking about the ways to diversify,

to make an outstanding presentation of ourselves.

So this networking will be remarkable and

it would be remembered by the other person.

So basically, it's pretty much all about the public relations and

the public relations applied to one self ways of maintaining

the network and trying to border our networks.

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PR and Self-PRomotion

Communication theory: bridging academia and practice

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