123217616-Relatii - Rox e Si La Biblio PDF

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Relaiile publice
Coeziune i eficien prin comunicare
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Dumitru Iacob
Diana-Maria Cismaru
Remus Pricopie
Relaiile publice
Coeziune i eficien prin comunicare
Ediia a III-a
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Cuprins
Lista tabelelor / 10
Lista figurilor / 11
Cuvnt de nceput / 13
PARTEA I Coeziunea Sensul social modern al relaiilor publice / 15
CAPITOLUL 1
Fundamentele relaiilor publice / 17
1.1. Arhitectura epistemic a relaiilor publice / 17
Perspective complementare: interferena ntre fapte i idei / 17
Abordarea aristotelic (genul proxim i diferenele specifice) / 20
Abordarea semiotic (relaiile publice, privite drept sistem de comunicare) / 21
1.2. Schimbarea social i noul orizont al relaiilor publice / 22
1.3. Rezumat i aplicaii / 25
CAPITOLUL 2
Relaiile publice gestionarea coeziv a diferenelor sociale / 29
2.1. Diferenele abordare conflictual versus abordare coeziv / 29
Premise socio-istorice / 30
Premise socio-culturale / 30
Premise geo-istorice / 30
Repere metodologice pentru investigarea i gestionarea diferenelor / 31
2.2. Coeziunea: sensul social al relaiilor publice / 32
PARTEA A II-A Coninutul relaiilor publice / 37
CAPITOLUL 3
Concepte, origini, structuri / 39
3.1 Definiii clasice ale relaiilor publice. Dificulti i perspective posibile / 40
Sensurile relaiilor publice / 43
Relaiile publice strategie de comunicare public / 43
Relaiile publice strategie de comunicare organizaional / 46
Spaiul mediatic i relaiile publice ca tehnologie de comunicare / 47
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3.2. Delimitarea de alte domenii / 49

Diferena ntre relaii publice i marketing / 49
Diferena ntre relaii publice i publicitate / 49
Diferena ntre relaiile publice i relaiile cu publicul / 50
3.3. Domenii i structuri de relaii publice / 50
CAPITOLUL 4
Evoluia relaiilor publice / 61
4.1. Terminologie i practic / 61
4.2. Dou puncte de vedere / 63
4.3. nceputurile secolele al XVII-lea i al XVIII-lea / 65
Harvard College / 65
Samuel Adams i Revoluia American / 65
4.4. Epoca ncercrilor secolul al XIX-lea / 68
Amos Kendall, primul consilier de pres la Casa Alb / 68
P. T. Barnum omul show business-ului / 69
De la The Public be Fooled la The Public be Damned / 71
4.5. Perioada reacie/rspuns debutul secolului XX / 72
The Publicity Bureau Boston, 1900 / 73
Ivy Lee / 73
Comitetul Creel / 75
4.6. Relaiile publice intr n universiti / 76
Edward L. Bernays / 76
Rex F. Harlow / 77
Scott M. Cutlip / 78
4.7. Perspective / 81
CAPITOLUL 5
Premise teoretice, paradigme i modele / 87
5.1. Psihologia social / 87
Relaiile publice ca proces de influen social / 87
Relaiile publice i teoria reprezentrii sociale / 95
5.2. Teoria comunicrii / 96
Relaiile publice din perspectiva modelelor comunicrii / 97
5.3. Un model sistemic al relaiilor publice / 99
5.4. Modele n evoluia relaiilor publice / 102
CAPITOLUL 6
Publicurile organizaiei / 109
6.1. Definiii ale publicului / 109
6.2. Delimitri conceptuale / 111
Mulime versus Public / 111
Mase (de oameni) versus Public / 112
Audien versus Public / 113
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6.3. Receptarea ca element definitoriu al publicului / 114

6.4. Tipologii ale publicului / 116
Publicul de mas / 116
Publicuri dispersate / publicuri concentrate / 116
Publicuri omogene / publicuri eterogene / 117
Publicuri instituionalizate / publicuri neinstituionalizate / 117
Publicuri interne / publicuri externe / 117
Publicuri tradiionale / publicuri viitoare / 117
Publicuri formate din sprijinitori, oponeni sau persoane neutre / 117
Publicuri centrale / publicuri periferice / 118
Publicuri primare, secundare i marginale / 118
Publicuri importante / publicuri mai puin importante / 118
Publicurile lui James E. Grunig / 119
Publicurile lui Seitel / 119
Publicurile lui Hendrix / 119
CAPITOLUL 7
Suportul relaiilor publice / 123
7.1. Opinia public, terenul de lucru / 123
Confuzii n folosirea termenului de opinie public / 124
7.2. Media ca suport i canal al relaiilor publice / 126
Mass-media concept i procese specifice / 126
Caracteristici ale mijloacelor de informare / 128
7.3. Imaginea ca rezultat al relaiilor publice / 129
De la cogniie la reprezentri sociale / 129
Imaginea i influena public / 132
7.4. Suportul etic al relaiilor publice / 135
Declaraie de principii / 136
Competen i profesionalism / 137
7.5. Suportul juridic al relaiilor publice / 138
Implicaii i ipostaze juridice / 139
Calomnia i defimarea / 139
Conceptul de figur public / 140
CAPITOLUL 8
Specialistul n relaii publice / 145
8.1. Competenele, calificrile i formarea academic a specialistului n relaii publice / 145
Referenialul relaiilor publice / 146
Competenele i calificrile specialistului n relaii publice / 148
Atribuii i roluri ale specialistului n relaii publice / 149
Schia coninuturilor nvrii / 151
8.2. Profilul integrat al specialistului n relaii publice / 152
Munca piesa lips n procesul de formare profesional / 152
Spre o rafinare a vectorului existenial s fie/a fi / 153
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PARTEA A III-A Practica relaiilor publice / 157

CAPITOLUL 9
Managementul relaiilor publice / 159
9.1. Metode de cercetare / 160
Metode cantitative de cercetare i evaluare n relaiile publice / 161
Analiza de coninut / 162
Ancheta prin sondaj / 163
Metode calitative de cercetare i evaluare n relaiile publice / 165
Limite ale cercetrii n relaiile publice / 167
9.2. Construirea planului de comunicare / 168
9.3. Aplicarea planului / 169
9.4. Niveluri de evaluare / 171
CAPITOLUL 10
Strategia i planul de relaii publice / 183
10.1. Stabilirea obiectivelor / 184
10.2. Strategii i tactici de relaii publice / 186
Tactici de relaii publice i tehnici integrate de comunicare. Evenimentele speciale / 188
10.3. Tehnici de relaii publice / 190
10.4. Metode de evaluare a planului i strategiei de relaii publice / 192
CAPITOLUL 11
Campanii de relaii publice / 197
11.1. Diferene ntre termeni / 198
11.2. Tipuri de campanii de comunicare / 199
11.3. Etape n planul unei campanii de relaii publice / 200
11.4. Efecte ale campaniilor de comunicare / 203
CAPITOLUL 12
Comunicarea n situaii de criz / 215
12.1. Tipuri de crize i niveluri de manifestare / 216
12.2. Planificarea n cazul situaiei de criz / 217
12.3. Managementul crizelor / 218
12.4. Erori n gestionarea crizelor organizaionale / 220
12.5. Strategii de gestionare prin comunicare a crizei / 221
PARTEA A IV-A Impactul relaiilor publice / 229
CAPITOLUL 13
Societatea comunicant / 231
13.1. Omul comunicant, organizaia comunicant, societatea comunicant / 232
Omul comunicant / 232
Grupul comunicant / 233
Organizaia comunicant / 233
Societatea (comunitatea) comunicant / 234
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13.2. Starea social a comunicrii / 235

Comunicarea noi instrumente i noi procese / 235
Comunicarea efecte n cmpul muncii, al educaiei i al vieii / 240
CAPITOLUL 14
Terapia organizaional i social prin relaii publice / 247
14.1. Organizaiile i metafora biologic / 248
14.2. Relaiile publice i patologia organizaional / 249
Relaiile publice ca terapie n interior / 250
Relaiile publice ca terapie n exterior / 250
Roluri organizaionale ale relaiilor publice / 251
14.3. Relaiile publice ca terapie social / 253
Relaiile publice i sntatea organizaional n Romnia / 253
Rspunsuri corecte la grilele de autoevaluare / 261

Bibliografie / 263
Index de nume / 271
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Lista tabelelor
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1$F"4*Y<*7';0$($9-"*Z.&("*0('0$5$.#]=*0,F4-%-&$&"*E-*("4$9--*0,F4-%" / 94
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Lista figurilor
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D-5,($*><*!"4$9--*#"*%''(#'.$("*Z.&("*#-("%&'(-*"L"%,&-G- / 53
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Cuvnt de nceput
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14 Relaiile publice. Coeziune i eficien prin comunicare
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Partea I
Coeziunea Sensul social modern
al relaiilor publice
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CAPITOLUL 1
Fundamentele relaiilor publice
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1.3. Rezumat i aplicaii
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Teme pentru aplicaii
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CAPITOLUL 2
Relaiile publice
gestionarea coeziv a diferenelor sociale
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Relaiile publice gestionarea coeziv a diferenelor sociale 31
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Repere metodologice pentru investigarea i gestionarea diferenelor
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CAPITOLUL 3
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3.1 Definiii clasice ale relaiilor publice.

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Concepte, origini, structuri 41
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3.2. Delimitarea de alte domenii
Diferena ntre relaii publice i marketing
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Relaiile publice Publicitatea
Entitile la care Actori sociali individuali (actorii Produse sau servicii

se refer politici) sau actorii colectivi
(organizaiile)
Scopul general Ctigarea i meninerea senti- Creterea consumului (vnzrilor,
mentelor pozitive contractelor)
Scopul specific Crearea unui climat favorabil Ctigul unor pri din piaa eco-
pentru organizaie nomic
Categorii de public Multiple (furnizori, distribuitori, Clieni reali i poteniali public seg-
crora se adreseaz angajai, vecini, concureni etc.) mentat dup caracteristici i compor-
tament de consum
Direcii de aciune Multilateral (mesaje difereniate Unilateral, asupra cumprtorului
pentru categoriile de public) potenial
Termen Se desfoar pe termen mediu Se desfoar pe termen scurt i
i lung mediu; viaa produselor este mai
scurt dect viaa organizaiilor
Locul n organizaie Funcie a managementului Funcie a vnzrii
Valori Are o tendin de obiectivitate (nu Are o tendin de subiectivitate (nu
ascunde elementele negative) menioneaz defectele unui produs)
Baza de raportare Social Economic
Diferena ntre relaiile publice i relaiile cu publicul
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Etapa Perioada Exemple
1. Modelul impresariat/publicitate 18501899 P. T. Barnum

comunicare unidirecional ghidat de Aciuni de promovare
un scop propagandistic, n care ade- Publicitate
vrul nu deine un rol dominant
2. Modelul informrii publice 19001919 Ivy Lee
comunicare unidirecional care Agenii guvernamentale
folosete informaii corecte i complete Organizaii nonprofit
Business
3. Modelul bidirecional asimetric 19201960/70 Edward L. Bernays
autoreglare prin feed-back, persuadare Business
tiinific Agenii
4. Modelul bidirecional simetric 1960/70 prezent Edward L. Bernays i alii
echilibrare prin feed-back, nelegere Agenii
reciproc Business
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Etapa Perioada Exemple
1. Perioada preliminar: 16001799 Colonizarea Americii

zona de dezvoltare a canalelor de Revoluia American
comunicare i de exersare a tacticilor
relaiilor publice
2. Comunicare/iniiere: 18001899 Rzboiul Civil
perioad de debut a publicisticii, impre- CucerireaVestului Slbatic
sariatului, promovrii i propagandei Revoluia Industrial
3. Reacie/rspuns: 19001939 Creterea economic

perioada n care tot mai muli jurnaliti Primul Rzboi Mondial
sunt angajai n momente de tensiuni Scandalurile anilor 20
sociale, economice sau politice pentru Criza economic
a fi purttori de cuvnt ai organizaiilor
4. Planificare/prevenire: 19401979 Al Doilea Rzboi Mondial

maturizarea relaiilor publice i ncorpo- Rzboiul rece al anilor 50
rarea acestora n funcia managerial Dezvoltarea societii de consum
5. Profesionalism 1980 prezent Comunicarea global

preluarea de ctre profesioniti a con-
trolului dezvoltrii i practicii relaiilor
publice la nivel internaional
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Harvard College
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4.4. Epoca ncercrilor secolul al XIX-lea
Amos Kendall, primul consilier de pres la Casa Alb
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Propagand
Publicitate comercial Relaii Publice
(comunicare politic)
SCOP Promovarea unor idei i Promovarea pro- Promovarea ncrederii

programe politice duselor i serviciilor n organizaii
economice
MIJLOACE Mesajul politic (electoral) Mesajul economic Programe de relaii
(reclama) publice
PROCESE Schimbarea opiunilor Schimbri n stilul de Procese de comuni-

(TRANSFORMRI) politice via care social ntre pu-
(n comportamentul blic i organizaie
cotidian)
EFECTE Efecte vizibile la urne, la Efecte vizibile la casa ncrederea n organi-

vot de marcaj zaii; organizaiile sunt
(adeziunea politic) (vnzare-cumprare) sntoase, adaptabile
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SOCIETATE
COMUNITI NGLOBANTE (statal-naionale, regionale)
OPINIA MASS
PUBLIC MEDIA
Stimuli Programe
ORGANIZAIA
sociali de
comunicare
procese interne
public
COMUNITI LOCALE
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organizaie public
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organizaie public
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K'(;$&]*#-.*&'&$4-&$&"$*$%"4'(*-.#-G-R-*-R'4$9-*Z.*80$9-,=*#$(*%$("*0(-;"8%*8-;,4&$.*$%"4$E-
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Z.8"$;.]*'*%$&"5'(-"*8'%-$4]*#"8";.$&]*0(-.&(Q'*'%,0$9-"*8$,*'*'(-".&$("*i0('K"8'(--=
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6.3. Receptarea ca element definitoriu al publicului
d.*8'%-'4'5-$*%';,.-%](--*#"*;$8]=*&("%"("$*#"*4$*8&,#--4"*#"*$,#-".9]*4$*8&,#--4"
$8,0($*("%"0&](--*8Q$*("$4-R$&*Z.*;';".&,4*Z.*%$("*8Q$*&("%,&*#"*4$*$.$4-R$*2)-.(/$?
")*+%)* 4$*.'9-,."$*0,F4-%,4,-*g#-K"(".9-$&h*E-*.,$.9$&*Z.*-.&"(0("&$("$*;"8$e,4,-=*E-*;$-
$4"8*4$*("#"K-.-("$*;"8$e"4'(*;"#-$&-%"*#-.*%';,.-%$("$*0,F4-%]*%$*K--.#*4+.2(*.(*+
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4](-*.'-*i&"'(-$*80-($4"-*&]%"(--=*&"'(-$*#"0".#".9"-=*&"'(-$*%,4&-G](--*"&%<j=*("%"0&'(--*.,
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,.*0('%"8*#-.$;-%=*Z.*%$("*$;F--*0'4-*iE-*%"4*("%"0&'(j*"G'4,"$R]*E-*0$(&-%,4$(-R"$R]
8".8,(-4"* &($.8;-8"* #"* %"4]4$4&* 0'4<* 7"$* ;$-* %'.G-.5]&'$("* -4,8&($("* $* $%"8&"-* 0"(Q
80"%&-G"*'*("0("R-.&]*"L04'R-$*%';,.-%](--*G-(&,$4"=*%$("*$("*-.&"($%&-G-&$&"$*E-*&($.8Q
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;"8$e"4"*E-*04$.,(-4"*#"*%';,.-%$("*%,.'8%b.#*$%"8&*$80"%&<*A,0'(&,(-4"*;"8$e"4'(
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6.4. Tipologii ale publicului
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Publicul de mas
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Publicuri dispersate / publicuri concentrate
V,0]*#-8&(-F,9-$*80$9-$4]=*"L-8&]*8(>%+2(*+#4+.8!*.$"!=*%$("*G$4'(-R"$R]*#-G"(5".&
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Publicuri omogene / publicuri eterogene
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Publicuri instituionalizate / publicuri neinstituionalizate
V,0]*5($#,4*#"*-.8&-&,9-'.$4-R$("*$*8,(8"-*#"*;"8$e=*8"*;$-*%,.'8%)*8(>%+2(*+#)*B$?
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Publicuri interne / publicuri externe
V,0]*5($#,4*#"*$0$(&".".9]*4$*'*'(5$.-R$9-"=*0,&";*$G"$*8(>%+2(*+#+-"!*-!=*Z.*%$("
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Publicuri tradiionale / publicuri viitoare
d.*$%"8&*%$R*8"*$("*Z.*G"#"("*'*$.,;-&]*#-.$;-%]*$*0,F4-%,(-4'(*,."-*'(5$.-R$9--<
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Publicuri formate din sprijinitori, oponeni sau persoane neutre
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Publicuri centrale / publicuri periferice
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Publicuri primare, secundare i marginale
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Publicuri importante / publicuri mai puin importante
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Publicurile lui James E. Grunig
f$;"8*:<*[(,.-5=*(".,;-&*0('K"8'(*$;"(-%$.*Z.*#';".-,4*%';,.-%](--*8'%-$4"*E-*$4
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0'$&"*8]*#"G-.]*K'$(&"*$%&-G*#$%]*&";"4"*$K4$&"*Z.*#"RF$&"("*0,F4-%]*$&-.5*'*$(-"*#" %$("
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Publicurile lui Seitel
7';F-.b.#*;$-*;,4&"*%$&"5'(--*#"*0,F4-%=*D($8"(*/<*A"-&"4 %'.8-#"(]*%]*8"*0'$&"*$e,.5"
4$*%'.&,($("$*H:*=++#8(>%+2(*+%)*#2H!+!#$4"*,."-*'(5$.-R$9--<*:G-#".&=*$%"8&"*2](9-*G'(*K-
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Publicurile lui Hendrix
f"((`*C<*\".#(-L $#,%"*'*.',]*$F'(#$("*0(-G-.#*0('F4";$&-%$*0,F4-%,(-4'(@YH<*:4
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CAPITOLUL 7
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Caseta de identificare:
Tipul unitii de nvmnt n care nva/este nscris copilul dvs.

(ncercuii varianta corespunztoare.)
a. Grdini.
b. coal general.
c. Liceu.
Ci dintre copiii dvs sunt nscrii n prezent la gradini, coal general sau liceu?
a. un copil.
b. doi copii.
c. mai mult de doi copii.
Vrsta dvs .. ani.
Sexul
a. masculin.
b. feminin.
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Apreciai:
Nr. 5 4 3 2 1
Factori
crt. n foarte mare n mare n msur n mic n foarte
msur msur potrivit msur mic msur
1. Atitudinea cadrelor didactice
fa de:
a. elevi/copii
b. dvs.
2. Atitudinea directorului fa de:
a. dvs.
b. copii/elevi
3. Atmosfera n clas/unitatea
colar
4. Curenie i igien
5. Comportamentul i atitudinea
copiilor fa de cadrele didactice
copiilor fa de director
copiilor fa de ceilali copii n
timpul i n afara orelor de curs
8. Aranjarea clasei
9. Amenajarea
colii/grdiniei/liceului
Orice altceva v-a impresionat
10. ntr-un mod plcut/neplacut. Ce
anume?

..............
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5 4 3 2 1
Activitate n foarte mare n mare n msur n mic n foarte mic
msur msur potrivit msur msur
Participarea la edinele
organizate de coal
Realizarea de materiale
(afie, panouri, broura
colii)
Realizarea revistei colii i a
paginii web
Elaborarea unor proiecte
ntre coal i comunitate
Participarea la proiecte cu
ali membri ai comunitii
Activiti colare sau

extracolare cu elevii
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11.1. Diferene ntre termeni
/".&(,*$&-.5"("$*'F-"%&-G"4'(*8$4"*80"%-K-%"=*'*'(5$.-R$9-"*0'$&"*8]*K$%]*$0"4*4$
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#"8K]E,($("<*V"*;,4&"*'(-=*,.,4*#-.&("*$%"8&"*&("-*"4";".&"*Z4*0'$&"*0'&".9$*0"*%"4]4$4&l
#"*"L";04,=*&";$*E-*$%&-G-&]9-4"*,."-*%$;0$.--*0'&*K-*-.&('#,8"*Z.*("G-8&$*-.&"(.]*$*'(5$Q
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:4";".&,4*%';,.*$4*%"4'(*&("-*&"(;".-*"8&"*%]*K-"%$("*#-.&("*"-*("0("R-.&]*,.*0('Q
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.,*8"*0("%-R"$R]*%"*8"*$K4]*0"*'(#-."$*#"*R-*W*,.*"G".-;".&=*,.*0('5($;*8$,*'*%$;Q
0$.-"<*C8&K"4=*#,0]*$,&'(--*$;-.&-9-=*,.*!9!-+/!-"#$("*'*#,($&]*;$-*8%,(&]*#"%b&*'*%$;Q
0$.-"*8$,*,.*0('5($;l*"4*'%,0]*,.*-.&"(G$4*#"*&-;0*%4$(*E-*#"8&,4*#"*8%,(&=*G-R"$R]
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Campanii de relaii publice 199
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11.2. Tipuri de campanii de comunicare
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11.3. Etape n planul unei campanii de relaii publice
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Mesaj
alternativ emis Mesaj
de alte surse
Obiect Efectul dorit Grupul Efect real

Canal
receptor
Public int Emitor
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Punctele tari Puncte slabe
Animax este singurul canal de televiziune din Animax transmite doar ase ore pe zi n inter-
Romnia dedicat n exclusivitate anime-urilor. valul orar 20:00-02:00.
Animax aparine corporaiei Sony. Multe dintre serialele difuzate ntr-o saptmn
Sony Pictures Television International mai sunt reluri.
deine n Romnia posturile: AXN, AXN Crime, Durata de timp extrem de mare pn ce
AXN SCI-FI. anime-urile, de-abia lansate n Japonia, ajung
Anime-urile sunt subtitrate n limba romn. pe micile ecrane din Romnia.
Animax nu face parte din grila de programe
oferite de muli dintre furnizorii locali de cablu.
Participarea Animax la ediiile anterioare ale
evenimentului Nijkon a fost discret.
Comunicarea extren a organizaiei a fost uni-
direcional (cteva comunicate de pres).
Oportuniti Ameninri
Comunitatea anime este unit. O mare parte dintre fanii anime urmresc seri-
Fanii anime sunt foarte loiali ntregului alele on-line.
fenomen. Site-ul Crunchyroll.com permite vizionarea
Anime-urile trezesc interesul i unor telespec- legal i gratis a anime-urilor, cu rezoluie
tatori care nu sunt fani sau nu cunosc bun i subtitrare n limba englez, imediat
fenomenul. dup lansarea lor n Japonia (n cazul
Fanii anime din Romnia organizareaz multe abonailor) i dup un anumit numr de zile
evenimente (sptmnale, bilunare, periodice) pentru restul utilizatorilor.
n care organizaia s-ar putea implica pentru a
fi mai aproape de comunitate.
Nijikon 2008 a avut 3.000 de vizitatori, iar
Nijikon 2009, peste 4.000 de vizitatori n cele
dou zile.
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Aciune Obiectul Condiii Criterii

1. Promovarea Se vor iniia aciuni de relaii Se va msura gradul de infor- Cercetarea se va realiza pe
curentului anime publice cu scopul informrii: mare al publicului cu privire la un eantion de 2.000 de
n Romnia. articole i editoriale pltite n produsul printr-o cercetare de persoane care ntrunesc
pres, difuzarea unor docu- pia comandat la institutul caracteristicile pubicului int
mentare despre impactul GfK. descrise anterior i se va
fenomenului n lume, urmri gradul de informare
realizarea unui documentar n ceea ce privete curentul
propriu privind dezvoltarea anime, sursa infomaiilor
curentului n Romnia. deinute etc.
2. Creterea vizi- Creterea gradului de infor- A. Se vor compara rezultatele A) Se vor folosi itemi pre-
bilitii Animax. mare al potenialilor telespec- cercetrii post-campanie cu cum recunoaterea specifi-
tatori despre fenomenul cele obinute de la GfK n sep- cului organizaiei Animax,
anime i rolul Animax, tembrie 2009. B. Se vor moni- identificarea anime-urilor
folosirea sloganului Animax toriza 20 de surse on-line difuzate de Animax etc. B i
Noua ta personalitate i a pentru a vedea n ce msur se C) Rezultatele obinute tre-
elementelor de identitate ale atribuie valoare organizaiei n buie s depeasc va-
canalului n cadrul evenimen- evaluarea evenimentului loarea de vizibilitatea
tului. Nijikon. C. Se vor monitoriza 10 obinut n septembrie 2009
publicaii locale (Bucureti) i cu 30%.
20 naionale pentru a msura
vizibilitatea evenimentului i
implicit identificarea organizaiei
ca sponsor principal i co-orga-
nizator.
3. Fidelizarea Pentru a fideliza audiena Se va msura obiectivul Numrul de accesri pe
publicului int ce canalului, Animax va organiza raportndu-se la numrul de pagina de Internet a organi-
constituie audi- concursuri n direct i pe site- participani la concursuri i zaiei obinute n aceast
ena canalului. ul postului unde telespectato- analiznd comentariile de pe perioad va fi raportat la
rilor li se va cere s forum-ul organizaiei la adresa 200.000 de accesri
recunoasc secvene anime desfurrii acestora. obinute n aceeai perioad
sau s rspund la ntrebri. a anului 2009.
4.Transformarea Organizarea mpreun cu Se va msura atingerea obiec- Se vor analiza referirile pozi-
organizaiei Project Sakura i Anime-Club tivului raportndu-se la pon- tive pe principalele site-uri
dintr-un actor a celei de-a patra ediii a con- derea referirilor pozitive ale comunitii, urmrin-
pasiv ntr-unul veniei Nijikon din postura de nepltite la organizaie pe prin- du-se un procent de 50% de
activ n cadrul sponsor principal. cipalele portaluri on-line ale relatri n cazul evenimentu-
comunitii comunitii (anime-club.ro, pro- lui Nijikon i 30% pentru alte
anime. jectsakura.ro, bakaism.net, evenimente.
baka.ro)
5. Atingerea unei Se vor promova serialele Valorile obinute pe perioada n comparaie cu valorile
cote de pia difuzate prin trailer-e i campaniei vor fi comparate cu nregistrate pentru aceeai
medie cu va- review-uri pe bakaism.net i cele iniiale (indicate de cerc- perioad a anului trecut,
loarea de 0,05% n revista Project Sakura, pre- etarea GfK din septembrie inta campaniei este atin-
pe lun. cum i promovarea noilor 2009): Rating-ul mediu de luni gerea unui cote de pia
serii n cadrul Nijikon-ului prin pn vineri, a fost de 1578 medie cu valoarea de 0,05%
cosplay. telespectatori/minut, maximul pe lun, cu o maxim de
atins fiind 4901 (0,05% cu val- 0,15%, i o valoare medie a
oarea maxima 0,15) . rating-ului de 0,13%, cu
maxim de 0,20%.
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Obiective generale Criterii de evaluare
1. Promovarea curentului anime n Romnia. Evaluarea se va realize analiznd rezultatele unei cercetri
precampanie comandate la institutul de cercetare de piaa GfK.
Cercetarea se va realiza pe un eantion de 2.000 de persoane
ce ntrunesc caracteristicile pubicului vizat i se va urmri
gradul de informare n ceea ce privete curentul anime, sursa
informaiilor deinute.
2. Creterea vizibilitii organizaiei. n cadrul aceleai cercetri realizate de GfK se va msura vizi-
bilitatea organizaiei prin apelul la itemi precum recunoaterea
specificului organizaiei Animax, identificarea anime-urilor
difuzate de Animax etc. Rezultatele obinute trebuie s
depeasc valoarea de vizibilitatea obinut n septembrie
2009 cu 30%.
3. Fidelizarea publicului. Numrul de accesri pe pagina de Internet a organizaiei
obinute n aceast perioad va fi raportat la 200.000 de
accesri obinute n anul 2009 i evaluat n conformitate cu
rezultatele chestionarului on-line pus pe site (De cte ori pe
sptmna urmrii Animax?, n ce interval orar?, Ai avut
ansa s participai la vreunul dintre concursurile n direct?,
Dac da, ai participat?, Dar la cele de pe site?).
4. Transformarea organizaiei dintr-un actor Analiza referirilor pozitive nepltite la organizaie pe princi-
pasiv ntr-unul activ n cadrul comunitii palele site-uri ale comunitii, urmrindu-se un procent de 50%
anime. de relatri i postrile totale n cazul evenimentului Nijikon i
30% pentru alte evenimente.
5. Atingerea unui cote de pia medie cu va- n comparaie cu valorile nregistrate precampanie pentru
loarea de 0,05% pe lun, cu o maxim de aceeai perioad a anului trecut s-a stabilit ca etalon de evalu-
0,15%, i o valoare medie a ratingului de are a campaniei atingerea unui cote de pia medie cu va-
0,13%, cu maxim de 0,20%. loarea de 0,05% pe lun, cu o maxim de 0,15%, i o valoare
medie a ratingului de 0,13%, cu maxim de 0,20%.
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CAPITOLUL 12
Comunicarea n situaii de criz
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Comunicarea n situaii de criz 217
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13.1. Omul comunicant, organizaia comunicant,

societatea comunicant
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Societatea comunicant 233
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CAPITOLUL 14
Terapia organizaional i social
prin relaii publice
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Terapia organizaional i social prin relaii publice 249
14.2. Relaiile publice i patologia organizaional
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Bibliografie 269
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Index de nume
7 I'%=*:;-4=*>>M
I'(9,.=*V,;-&(,=*Y?=*O>=*>HM
CF(-%=*f"$.Q74$,#"=*PH=*>MM=*>HM I'&"$=*7(-8&-$.=*>?X
CF(,#$.=*6-("4$=*Y?=*>HM I("R-$.,=*C.#("-=*@MY=*>HM
C#$;8=*A$;,"4=*H>QHM=*HNQHX=*X? I("R'-$.,Q#C.#("-=*@MY=*>HM
C5""=*_$((".*m<=*HP=*@NP=*>HP
I(-558=*C8$=*>M>=*>HY
C54"=*I($#4"`*!<=*@@O=*>HX
I('';=*[4".*6<=*Y>=*XP=*O@=*@MP=*@H?=*>HYQ>HN
C4"L$.#(,=*C.#($=*>>M=*>HM
I(,a"=*/"&"(=*>M>
C440'(&=*D4'`#*\".(`=*P?QP@=*@>YQ@>N=*>HM
I(`8'.=*+<=*@>H=*>HX
C.$=*7(-8&-.$*C.#(""$=*>?H=*>>M=*>HM
I,(5"88=*72"8&"(=*@NY
C0("'&"8"-=*C.#($=*>>M=*>HM
I,(8'.=*\$('4#=*XO=*O@=*>HY
C(5`(-8=*72(-8=*YH=*>HM
I,R](."8%,=*c&"K$.=*@>M=*>HY
C(-8&'&"4=*>P
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C(;"$.%$=*C4"L$.#($=*>>M=*>HM
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I$%-,=*C#(-$.$*D4'(-.$=*>>M=*>HM 7$.&'(=*I-44=*@NY
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I$"(=*["'(5"*D<=*XMQXY 7$(&"(=*A2-(4"`*A<=*XN=*>HP
I$-a$49"G$=*:4".$=*@H?=*>HX 7$8"`=*6$(`*C.."=*@HX=*>HX
I$4$F$.=*V"4-$*7<=*Y?=*O>=*>HM 7$`T''#=*74$(a" +<=*XP
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D4-%2`=*/$&(-%"=*YP=*>HN U$%'F=*6$(-$=*@X=*>M@
D'(#=*\".(`=*XX U$%'FQ!-#R-=*6'.-%$=*>>?
D'8&"(=*_-44-$;*x<=*HXQHO=*>HN U$.$=*C.$Q6$(-$=*@XM=*>HH
D($.%-8=*6$(a=*>P=*@MM=*>HM=*>HN U2"(-.5=*!,#'402*k'.=*@@?=*>HH
D(",#=*A-5;,.#=*XH U4,9=*/"&(,=*@HMQ@HY=*@HX=*>HO
D(,.R]=*A$.#,=*O>=*>HN U8($"4=*A2"4=*>MX=*>YN=*>HO
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!"#$%&''$#()*+$',#-./011234534677117782>1:;11<%=#14@2
Index de nume 273
f$,88=*\$.8*!'F"(&=*@@N=*>HH 6'8%'G-%-=*A"(5"=*P?QP@=*PM=*PNQPH=*@MY=*>HX
f"KK"(8'.=*12';$8=*H@ 6,("E$.=*+-G-,=*YP
f"'.5=*U(aT'.=*@@@=*>HN
f'2.8=*[$(`=*>YP=*>HH 1
f'2.8&'.=*V'.$4#*\<=*@@@=*>HN B"$5'"=*D4'(-%$=*@MM=*>HX
J B"%,4$,=* C#(-$.=* PNQPH=* @M?=* @MY=* >HM=* >HN=
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m$.&=*U;;$.,"4=*MP=*>HH B"T%';F=*12"'#'("*6<=*PO
m$&R=*:4-2,=*@>X B"T8';=*V',5*C<=*P=*@M=*H>QHY=*X?QX>=*XP=*@X?=
m"$."=*f'2.=*YX=*>HH @PX=*@PP=*>@H=*>>H=*>HX
m".#$44=*C;'8=*HOQHP=*X@=*O> B'"44"QB",;$..=*:4-8$F"&2=*@?PQ@@?=*>HO
m".#$44=*!'F"(&=*@H?=*@OYQ@ON=*@OX=*@PM=*@PX= B'4&"=*+$T(".%"*_<=*@@O=*>HO
>?@=*>@?=*>HH B'T$a=*me"44=*@@=*>?M
m(,%a"F"(5=*V"$.=*H>QHM=*XPQO?=*@PX=*>HX
8
m(,"5"(=*!-%2$(#*C<=*@HX=*>HX
m,2.=*12';$8=*@O 3nVT`"(=*f<*!<=*@??=*>HO
385''#=*72$(4"8*:<=*@@=*PX
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6$4-9$=*6-(%"$=*@N>=*>HN /'0=*V'(,=*Y@=*>HO
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PARTEA I Coeziunea Sensul social modern al relaiilor publice / 15

PARTEA A II-A Coninutul relaiilor publice / 37

3.2. Delimitarea de alte domenii / 49

6.3. Receptarea ca element definitoriu al publicului / 114

PARTEA A III-A Practica relaiilor publice / 157

13.2. Starea social a comunicrii / 235

Rspunsuri corecte la grilele de autoevaluare / 261

14 Relaiile publice. Coeziune i eficien prin comunicare

1.1. Arhitectura epistemic a relaiilor publice

Perspective complementare: interferena ntre fapte i idei

18 Relaiile publice. Coeziune i eficien prin comunicare

Fundamentele relaiilor publice 19

20 Relaiile publice. Coeziune i eficien prin comunicare

Abordarea aristotelic (genul proxim i diferenele specifice)

Fundamentele relaiilor publice 21

Abordarea semiotic (relaiile publice, privite drept

22 Relaiile publice. Coeziune i eficien prin comunicare

1.2. Schimbarea social i noul orizont al relaiilor publice

Fundamentele relaiilor publice 23

24 Relaiile publice. Coeziune i eficien prin comunicare

' 2+-2!$#)>.!*9$=+! 4,%("$R]*Z.*%'.&-.,$("$*'F8"(G$9-"-*$.&"(-'$("*E-*$("*Z.*G"#"("

Fundamentele relaiilor publice 25

1.3. Rezumat i aplicaii

26 Relaiile publice. Coeziune i eficien prin comunicare

Fundamentele relaiilor publice 27

Teme pentru aplicaii

2.1. Diferenele abordare conflictual versus abordare coeziv

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30 Relaiile publice. Coeziune i eficien prin comunicare

73BD+U71 LC'VSWX L71S'X 73:xU^B:

Relaiile publice gestionarea coeziv a diferenelor sociale 31

Repere metodologice pentru investigarea i gestionarea diferenelor

32 Relaiile publice. Coeziune i eficien prin comunicare

2.2. Coeziunea: sensul social al relaiilor publice

Relaiile publice gestionarea coeziv a diferenelor sociale 33

2.3. Rezumat i aplicaii

34 Relaiile publice. Coeziune i eficien prin comunicare

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Relaiile publice gestionarea coeziv a diferenelor sociale 35

Teme pentru aplicaii

36 Relaiile publice. Coeziune i eficien prin comunicare

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40 Relaiile publice. Coeziune i eficien prin comunicare

3.1 Definiii clasice ale relaiilor publice.

Concepte, origini, structuri 41

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42 Relaiile publice. Coeziune i eficien prin comunicare

Concepte, origini, structuri 43

Sensurile relaiilor publice

Relaiile publice strategie de comunicare public

44 Relaiile publice. Coeziune i eficien prin comunicare

Concepte, origini, structuri 45

46 Relaiile publice. Coeziune i eficien prin comunicare

Relaiile publice strategie de comunicare organizaional

Concepte, origini, structuri 47

Spaiul mediatic i relaiile publice ca tehnologie de comunicare

48 Relaiile publice. Coeziune i eficien prin comunicare

Concepte, origini, structuri 49

3.2. Delimitarea de alte domenii

Diferena ntre relaii publice i marketing

Diferena ntre relaii publice i publicitate

50 Relaiile publice. Coeziune i eficien prin comunicare

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