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Lecture notes Online Public Relations (880090-M-6)

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This document contains all lecture notes of all lectures of Online PR. This contains everything you need to know for the exam.

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  • December 15, 2024
  • 42
  • 2024/2025
  • Class notes
  • Per van der wijst
  • All classes

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By: jmark • 1 month ago

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Online Public Relations
Anouk de Groot



Inhoud
Lecture 1: Introduction...........................................................................................................................2
Lecture 2: Online PR & CSR & Ethics.......................................................................................................6
Lecture 3: Online PR & Management...................................................................................................11
Lecture 4: Research on Online PR & Management...............................................................................18
Lecture 5: Online PR & Internal Communication..................................................................................25
Lecture 6: Research on Online CSR.......................................................................................................31
Lecture 7: Research on Online Internal Communication......................................................................37

,Lecture 1: Introduction
Online PR is everywhere
 Social Media
 Websites
 Greenwashing: Shell says they have a sustainable energy future
 Interaction with company or organization
 E.g. Tilburg University
o Portray themselves as something positive for society
o Modern orientation towards humanities and social sciences

Defining PR
 Public relations is a distinctive management function which helps establish and
maintain mutual lines of communication, understanding, acceptance and cooperation
between an organization and its publics; involves the management of problems or
issues; helps management to keep informed on and responsible to public opinion;
defines and emphasizes the responsibility of management to serve the public
interest; helps management keep abreast of and effectively utilize change, service as
an early warning system to help anticipate trends; and uses research and ethical
communication techniques as its principal tools
 Grunig & Hunt:
o “the management of communication between an organization and its publics”
o “an organization’s managed communication behavior”
 UK’s chartered institute of public relations (CIPR):
o “PR is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing option and behavior. It is the
planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organization and its publics.”
o “about reputation – the result of what you do, what you say and what others
say about you”
 Guth & Marsh (2006): five core concepts that help to define PR
o 1. Management function
o 2. Two-way communication
o 3. Planned activity
o 4. Research-based social science
o 5. Socially responsible
 And what about reputation?
o Corporate identity (organization itself, how they perceive their own identity) –
corporate image – corporate reputation
o Corporate identity: What the organization communicates: strategically
projecting a particular positive image of the organization, to build strong
reputations with stakeholders. Originally, it focused on logos and visual
design, now it focusses on all forms of communication
o Corporate image: Distinctiveness (onderscheidendheid)  the stakeholder
has a clear picture of the organization, the employee can have more
motivation/higher performance and have a “we” feeling

, o Corporate reputation: why important?
 Visibility: corporate themes are visible in all internal and external
communication
 Distinctiveness: corporate identity is distinctive (onderscheidend)
 Authenticity: organization communicates vales that are embedded in
its culture
 Transparency: organization is open and transparent about its behavior
 Consistency: organization communicates consistent messages through
all communication channels
o Reputation: The beliefs and opinions someone has about another person,
organization or objects
o Identity & image










o Reputation = foundation on which an organization builds

History of PR
17th and 18th century
 Boeken
19 century – industrialization – mass media
th

 Telegraph – kind of phone
o Way to communicate
 Newspapers
20th century
 Founder of modern public relations
Overview
 Entwined with social, economic and political developments
 Key date: 1984: study Grunig & Hunt
 Distinguish among 4 categories:

, o 1. Propaganda (1-way, truth unimportant)
o 2. Dissemination of information (1-way, truth important)
o 3. Scientific persuasion (2-way, imbalanced effects)
 They don’t do anything with feedback
o 4. Mutual understanding (2-way, balanced effects)
 They try to find a mutual understanding and do something with
feedback form e.g. stakeholders
 Nowadays, two-way balanced symmetrical PR is considered best
 Ideal form:
o Building true relationships
o Dialogue and conversation
o Allow mutual influence to accommodate the need of the other

PR today
 Key elements of Grunig & Hunt (1984)
o Research behind it
o Planning of communication
o Evaluation of communication
o Communication




o
 Basic stakeholder model – the relationship onion
o The organization employees – corporate PR
o Customer or equivalent – marketing – communication includes PR as a
promotional tool
o All other publics or stakeholders – corporate PR
o Reputation – cumulative understanding of the organization by all stakeholders
o Good to see what stakeholder requires what communication

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