Euprera, la Asociación europea de investigación y educación de las Relaciones Públicas, acaba de celebrar del 16 al 18 de octubre su
congreso en Milán.El
programa del congreso presenta varias temáticas centradas en la
"Institucionalización de las Relaciones Públicas y la Comunicación Corporativa":Relaciones públicas y Comunicación Corporativa han estado, y están, evolucionando rápidamente y ampliando su influencia dentro de organizaciones complejas. Este Proceso es poderoso y penetrante, y ha iniciado "una institucionalización" de la práctica profesional que modifica la teoría de la firma y donde, tanto la dirección de relaciones de stakeholders como la comunicación, han alcanzado una posición fundamental. Este Proceso tiene que ser analizado con detalle en sus componentes operativos, directivos y estratégicos.
Subtemas:
1. Tendencias en los Roles Comunicativos y Funciones
* técnico y operacional (p.ej financiero, ambiental, interno)
* directivo y empresarial
* consultor (hacia otros departamentos)
* estratégico (educativo, reflexivo)
2. Organización de la Dirección de Relaciones y Comunicación
* coordinación operacional e interfuncional
* relación y/o dirección de reputación
* PR en "la suite ejecutiva"
3. El Desarrollo de Relaciones públicas Académicas Corporativas y Educación de Comunicación
* planes de estudios educativos y acreditación
* integración de educación corporativa y académica
* evolución en Contextos europeos diferentes
4. Relaciones públicas, Comunicación y la Teoría de la Firma
* la influencia de Relaciones públicas en el gobierno corporativo
* acercamientos sociológicos y directivos
* presente y futuro investigan perspectivas y direcciones
Se colgaron en
youtube las principales intervenciones en el congreso.
Se presentaron muchas
comunicaciones aunque no se pueden descargar sin estar registrado en la asociación.
La comunicación más reveladora fue la de Sievert H. y Westermann A., de Alemania, titulada: ¿Es la gente estúpida?, ¿Por qué los directores generales y los profesionales de la comunicación casi nunca se entienden?.
Destacar que las relaciones públicas online y la comunicación en internet fue un tema poco estudiado.
Por España hubo tres comunicaciones.
Comunicaciones:
- Aquilani B., Lovari A., The “New Season” of University Communication Between Institutionalization Processes and Strategic Target Relationships: An Empirical Analysis of Internet Web Sites of Italian Universities, Italy;
- Azarova L., Slutsky P., Sheremeteva T., Impact of CGM Development on Shaping New Approaches to the Analysis of the Pr-Activities Model, Russia;
- Berggren C., Observing Eu-Lobbying From Within – Reflections from the Field, Sweden;
- Beurer-Zuellig B., Fieseler C., Meckel M., Typologies of European Communication Professionals, Switzerland;
- Carayol V., PR Professionals in France, France;
- Casula C., Harmony: A Tool for Effective Communication, Italy;
- Chalmers S., The Changing Role of Internal Communications. Are Practitioner Competencies Keeping Pace with the Opportunities and Challenges?, United Kingdom;
- Chen N., A Preliminary Study on Chinese Governemnt Crisis Communication over the Sichuan Earthquake: A Step Toward "Institutionalization", China;
- Coombs W.T., Holladay S.J., Corporate Social Responsibilty: Missed Opportunity for Institutionalizing Public Relations?, USA;
- De Carvalho Spinola S., The Role of Public Relations in the Organizations: Proposal for a Systematization of Strategic and Tactical Areas of Work, Portugal;
- De Luca M., Institutionalizing Public Relations and Corporate Communication in Italian Hospitals, Italy;
- Derville T., Personal Relationship Strategies and Outcomes in a Case Study of a Multi-Tiered Membership Organization, USA;
- Elving W.J.L., Van Ruler B., Goodman M., Communication Management in the Netherlands, Trends, Developments, and Benchmark with US Benchmark Study, The Netherlands;
- Falkheimer J., Heide M., Towards a Practice Turn in Public Relations: Conceptualizing Communication and Strategy in Real Life, Sweden;
- Frandsen F., Johansen W., Institutionalizing Crisis Communication As Part Of The 'Corporate Communication' Function Of Danish Municipalities An Explorative Study, Denmark;
- Fröhlich R., Lorenz S.B., Self-Employed Public Relations Practitioners in Germany-‘One-Women-Shows’ Beyond Male Hierarchies?, Germany;
- Fröhlich R., PR Professionals in Germany - Far Behind Expectations?, Germany;
- Gonçalves G., Public Relations in Portugal. An Analysis of the Profession Through the Undergraduate Curriculum, Portugal;
- Gregory A., Competencies of Senior Communication Practitioners in the UK: An Initial Study, United Kingdom;
- Gregory A., The State of the Public Relations Profession in the UK, United Kingdom;
- Gutierrez-Garcia E., Corporate Communication in Corporate Governance: Why Should It Be Managed Strategically? The Spanish Case, Spain;- Güttler A., Sievert H., We Manage Your Damage”: An Excellent Practical Case For Internal Communication As A Management Tool, Germany;
- Hamrefors S., Business Effective Communication (BEC), Sweden;
- Holtzhausen D.R., Page Werder K., The Emergence of New Organizational Structures and Their Relationship with Public Relations Practice, USA;
- Huck-Sandhu S., Kupczyk T., Communicator, Content and Context: Framing As an Instrument for Integrated Corporate Communication, Denmark;
- Ingenhoff D., Kölling A.M.,The Potential Of Web Sites As A Relationship Building Tool For Charitable FundraisinG NPOs , Germany;
- Jensen I., Institutionalisation – The Social Reality of Corporate Communication, Denmark;
- Lorenzin L., Mazzei A., Relationship Management As a Value Creation Process: A Dynamic Perspective, Italy;
- Mortara A., Corporate Communication and Public Relation Strategies for a Socially Responsible Firm: The Consumers’ Perception, Italy;
- Nessmann K., Personal Communication Management. How to Position People Effectively, Austria;
- Nothhaft H., Communication Management as a Second-Order Management Function: Roles
and Functions of the Communication Executive – Results from a Shadowing Study, Germany;
- Novotny A., Awakening The Entrepreneurial Spirit of Higher Educational Institutions in Hungary – Implications for the Role of Internal Communications, Hungary;
- Pjesivac S., Personalized Institutional Pr Model in the Context of the Information and Dissemination Campaign on Energy Efficiency in Serbia, Republic of Serbia;
- Preusse J., Zielmann S., Appraisal and Clustering of the Pr-Activities of Nationwide Operating Trade Associations In Germany, Germany;
- Prexl A., Signitzer B., When a New CEO Is Ahead: Leadership Change Processes in the Light of Change Communication, Personal Public Relations, and Reputation Management, Austria;
- Ravazzani S., Valuing Diversity to Enhance the Reflective Role of Public Relations, Italy;
- Rogojinaru A., Structures, Roles and Communication Strategies of Public Relations in Public Institutions in Romania (2006-2008), Romania;
- Romenti S., The Institutionalization of PR and Italian Evaluation Practices, Italy;
- Russo V., Castelli L., Conte L., The Role of Customer Satisfaction in Change Management in the Hospital. An Empyrical Analysis in Italian Hospital, Italy;
- Sandhu S., Institutionalization of Public Relations? Definitions, Concepts and Strategies from the Perspective of New Institutionalism, Switzerland;
- Schriner M., The Public Role Model in Public Relations: An Integrated Approach to Understanding Personal Influence in the Public Arena, USA;
- Schultz F., Wehmeier S., Institutionalization of Corporate Social Responsibility Within Corporate Communications: Triggers, Strategies and Pitfalls, Germany;
- Sievert H., Westermann A., "It’s the People, Stupid!”: Why General Managers and
Communication Professionals Often Do Not Understand Each Other – E. G. in Change
Processes, Germany;
- Sievert H., We’ll Go on Lliving Separate Lives: Why Differentiation Between Pr and Journalism Is Necessary – Especially in Training, Germany;
- Stehle H., Mücke D., Communication Relationships between Executives and Employees: A Key Factor in Employee Motivation?, Germany;
- Steyn B., Niemann L., Institutionalising the Strategic Role of Corporate Communication/Public Relations Through Its Contribution To Enterprise Strategy And Enterprise Governance, South Africa;
- Tench R., Edwards L., Fawkes J., ‘Work-Driven’, ‘Self-Driven’ or ‘Stress-Bitten’
– Typologies of Freelance Public Relations Practitioner in the 21st Century, United Kingdom;
- Valentini C., Beyond the Traditional PR Competencies. Personalised Networks of Influence As Strategic Resources for Successful PR Activities, Finland;
- Vidi E., CSR Management and Communication in Italian Companies, Italy;
- Vigso O., Celebrating Expulsions? Crisis Communication in the Swedish Migration Board, Sweden;
- White C., Vanc A., Stafford G., Internal Communication: Information Satisfaction and Sense of Community, USA;
- Wiggill M.N., Naudé A.M.E., Strategic Communication Management in NPOs in the Adult
Literacy Sector in South Africa, South Africa;
- Yudarwati G., Personal Influence Model of Public Relations - A Case Study in Indonesia’s Mining Industry, Australia.
Posters:
- Banzi A., Pozzi F., Somalvico R., Moderato P., The Role of Communication in Zona Ventura Cultural District, Italy;
- Bargenda A., Institutionalizing Art: The New Face of Banking, France;
- Bosoteanu I.C., Public Relations in Private and Public Universities, Romania;
- Lachenmeier D., Trade Union Confederations’ Communication in Flux, Swizterland;
- Marca G., Capriotti P., Media Relations Strategies Through the Internet of the National Health Service in Spain, Spain;
- Matilla K., Strategic Planningin Spanish PR and Communication Agencies and Consulting Firms, Spain;- Minaeva L., Company Periodicals as an Instrument of Management in Modern Russia, Russia;
- Missaglia A., Russo V., Castelli L., Disability Management Service: A Research to Improve the Quality of Istitutional Communication in the City of Milan, Italy
- Pashentsev E.N., Communication Management: Teaching Within the MBA Programme, Russia;
- Polunina O., Communication Management of the European Union Towards Latin American and the Caribbean, Russia;
- Simonsson C., Johansson C., The Communication Process of Change - A Model Of Change Communication In Organization, Sweden;
- Sunday O., The Roles of Philosophy of Public Relations in Institutionalizing Public Relations and Corporate Communication, Nigeria;
- Zlateva M., Public Relations, Journalism and Media in the Polyphony of Social Times, Romania.
Cambio del IV Congreso Internacional de Investigación en Relaciones PúblicasLa necesidad de I+D en ComunicaciónInforme ADECEC Relaciones Públicas en España 2008Áreas temáticas de las Relaciones PúblicasAsociaciones de Comunicación y Relaciones PúblicasThe Bled Manifesto on Public RelationsEstudio europeo sobre las tendencias futuras de la comunicaciónEl nombre de las Relaciones PúblicasRelaciones Públicas o Comunicación Corporativa
