miércoles, marzo 26, 2008

The Bled Manifesto on Public Relations

En el 2002 se realizó el "Bled Manifesto on Public Relations" para la BledCom 2002, 9th International Public Relations Research Symposium, celebrado del 4 al 7 de julio de 2002, en Bled, Eslovenia, entre la Asociación Europeo de Educación e investigación de Relaciones Públicas y la Asociación Europea de estudiantes de Relaciones Públicas.
Este manifiesto expone el estatus del conocimiento de las Relaciones Publicas en Europa y alrededor del mundo.

El Prefacio dice lo siguiente:
Public relations practice in Europe has existed for more than a century. Bentele and Szyska(1995) refer to Krups as the first company with a department dedicated to press relations, set up in 1870. L’Etang (1999) places the beginning of public relations in England in the 1920s. Lagerwey (1997) shows that the first public relations departments in the Netherlands also emerged at the beginning of the twentieth century. Moreover, the Dutch claim to have the oldest professional association in the world, established in 1946 (Denig,2000). European professionals and scientists have been meeting through the IPRA network for decades. Since 1976 they have also been connected through the European Confederation of Public Relations (CERP). Despite its long history, little is known about public relations in Europe. All over Europe, American textbooks are used to study both the concept and practice of public relations. Such books place the development of public relations in the United States, and few devote any space to aspects of public relations in other countries. Moreover, the authors of an article on European public relations practice in International Public Relations (Hazleton & Kruckeberg, 1996), a leading book in this field, were not even Europeans or foreigners who have lived in Europe for a longer period.
It is obvious that the teaching of public relations in European countries is largely UScentered (see Ver~i~, 2000). We, however, believe that this does not apply for practice of and research on the phenomenon. Most academics on public relations believe that public relations is a cultural construct. Although it is impossible to see Europe as one cultural and political system, it can clearly be differentiated from USA.What we need to understand is what is common with and what is different from USA.
Some textbooks state that after World War II modern public relations came over to
Europe, together with the Marshall aid. We, and many public relations experts in Europe, believe, however, that the Anglo-American ideas are being mixed with the already existing concepts of public relations, although never referred to as “public relations” and never studied as such. In 1998,we started the debate to answer the question whether public relations is just an Anglo-American concept or whether there is (also) a European authenticity
of public relations.The Delphi study on Public Relations, in which participants from 25 countries participated, is the basis for this document (see for a full presentation of the results Van Ruler et al, 2000).We, however, will also use other, more informal, sources to typify European public relations and raise some questions about it.We will discuss five topics, raised by the participants of the Delphi study and discussed in the three rounds of this study.

Lo que se hizo fue un estudio Delphi con 37 participantes de 25 países diferentes para intentar averiguar la definición de Relaciones Públicas y su propia denominación, ya que es un tema léxico que sufre una crisis en esta disciplina.

En este estudio se conocen las diversas denominaciones, las características de las RR.PP., sus parámetros, las diversas persuasiones, su independencia como campo y su definición:

“Relaciones Públicas es el (mantenimiento de) relaciones (con) públicos (a través) de la comunicación (para) establecer una mutua compresión”.

Estudio europeo sobre las tendencias futuras de la comunicación
El nombre de las Relaciones Públicas
Relaciones Públicas o Comunicación Corporativa

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