Documente Academic
Documente Profesional
Documente Cultură
Obiective specifice:
La sfârşitul capitolului, vei avea capacitatea:
Sarcina de lucru 1
Identificați obiectivele unei campanii împotriva fumatului după
clasificarea făcută de Jerry Hendrix.
Sarcina de lucru 2
Pentru o organizație românească la alegere, formulați strategii și
tactici potrivite pentru obiective precum: combaterea violenței
asupra copiilor în familie, scăderea ratei de abandon al copiilor în
orfelinate, creșterea natalității, păstrarea curățeniei în oraș. Motivați
alegerea.
Sarcina de lucru 3
Realizați o analiză SWOT pentru o companie românească.
http://www.efin.ro/analiza_swot_2381/analiza_swot_exemplu.html
Analiza STEEP (Rus, 2009, apud. (Cmeciu, 2009, p. 78)) este o categorizare a
dimensiunilor mediului extern al organizaţiei şi se realizează pe trei
dimensiuni temporare de profunzime (trecut, prezent, viitor) și cinci domenii:
1. S-componenta Socială: caracteristicile demografice, nivelele de educaţie şi
de alfabetizare, distribuţia geografică, mobilitatea populaţiei, şomajul,
componentele culturale, atitudinile existente în societate, reprezentările sociale,
religia, valorile, stilul de viaţă al indivizilor.
2.T-componenta Tehnologică: impactul major asupra producţiei şi asupra
aspectelor de dezvoltare strategică a organizaţiei. Ajută la depistarea opţiunilor
de risc şi de stabilitate în respectivul domeniu de activitate.
3. E-componenta Economică: distribuţia şi modalitatea de folosire a
resurselor în societate. Tendinţele economice influenţează modurile de consum.
4. E-componenta Ecologică: problemele de poluare, efect de seră, de
exploatare a pădurilor, de reciclare.
5. P-componenta Politică/legală: atitudinea publică şi guvernamentală cu
privire la anumite industrii şi anumite practici de business, regularizarea
activităţilor comerciale prin acte legislative etc.
De exemplu, Allen P Adamson (Brand Simple. Cum reușesc cele mai bune
branduri prin simplitate, 2010, p. 110) ne împărtășește din experiența sa:
„Numeroși clienți sună și solicită un nou logo, un nou design al ambalajului, o nouă
identitate grafică sau îmbunătățire a fonturilor. Le răspund că nu putem face niciunul dintre
aceste lucruri. Nu putem face nimic până nu determinăm ce problemă a brandului încearcă ei
să rezolve. Urmăresc să-și diferențieze brandul de mărcile aflate pe lista în continuă creștere
a concurenței? Lucrurile trebuie realizate dinspre interior înspre în afară, nu superficial.”
Rezumat
Campaniile de relații publice sunt activitățile cele mai preferate de specialiști
deoarece acestea stimulează cunoștințele în domeniu și creativitatea mai mult
decât alte activități specifice. O campanie de relații publice cuprinde mai
multe activități punctuale de relații publice care se realizează folosind mai
multe canale de comunicare și nu trebuie confundată cu campania de
informare publică care are un obiectiv imediat, limitat și face apel exclusiv la
mass-media (Iacob, Cismaru, & Pricopie, 2011, p. 199).
„Campaniile sunt eforturi coordonate, ample şi orientate spre atingerea unui
anumit obiectiv sau a unui set de obiective corelate care vor permite
organizaţiei să atingă, în viitor, un scop pe termen lung, exprimat sub forma
unei declaraţii de principii”.
Stabilirea obiectivelor unei campanii de relații publice este strâns legată de
stabilirea strategiilor și tacticilor prin care se poate ajunge la îndeplinirea
obiectivelor. După Cutlip, Center, & Broom (2010) strategia se referă la
conceptul global, abordarea sau planul general pentru programul menit a
atinge un scop iar tactica se referă la nivelul operational: evenimente, media
și metodele utilizate pentru a implementa strategia.
Alegerea strategiei este determinată, după cum afirma Cristina Coman (2001,
p. 98), de resursele organizației, de gradul de accesibilitate al publicului, de
scopurile companiei, de circumstanțele concrete și de calitățile profesionale
ale specialiștilor.
Comunicatul de presă reprezintă un mijloc de comunicare indirect între
organizație și publicurile acesteia prin care organizația își face cunoscută
activitatea.
În continuare vom detalia o serie de etape care trebuie parcurse în conturarea
unei campanii de relații publice. Fiecare campanie trebuie să aibă un plan
dinainte stabilit, structurat, planificat și coordonat care va urma parcurgerea
următoarelor etape:definirea problemei și analiza situației, stabilirea
obiectivelor, identificarea categoriilor de public, stabilirea strategiilor și
tacticilor, fixarea calendarului de lucru, stabilirea bugetului, stabilirea
procedeelor de evaluare (Coman, 2001, pg. 81-82).
Teste de autoevaluare
1. Ce este obiectivul unei campanii de relaţii publice?
a. o carte de vizită a organizaţiei;
b. acțiunile campaniei;
c. o acţiune concretă care se poate cuantifica;.
Lucrare de verificare
Alegeți o campanie de PR și evaluați rezultatele acesteia.
http://kondiment.com/case-studies/
prromania.ro
http://81.181.92.172/smn/?cat=7
Bibliografie minimală
Coman, C. (2001). Relaţiile publice – principii şi strategii. Iaşi: Polirom, pp.
113-116.
Newsom, D., VanSlyke Turk, J., Kruckeberg, D. (2003). Totul despre relații
publice. Iași: Polirom, pp. 572-573; pp. 586-588; pp. 589-596.
Red Flag is now recruiting an Account Executive in its Brussels office to support engagement on
behalf of our growing international client base. The Account Executive will be responsible for
implementing communications plans, monitoring, analysing and researching client issues, managing
day-to-day interactions and reporting to clients.
The successful candidate will have excellent communication skills, a deep understanding and
knowledge of the European media, government and regulatory landscape, a track record of delivery
and an ambition to help major corporate clients deliver on their policy and communications objectives.
This is a full-time position at our offices in Brussels, with some EU travel required.
Responsibilities:
• Develop, implement and monitor communications campaigns in support of public affairs and
regulatory objectives on behalf of major multinational clients;
• Consistently monitor and analyse media coverage (traditional and digital) of client and
prospective client issues;
• Identify opportunities for new business development;
• Provide analysis and reporting on content and sentiment of debate across platforms;
• Report relevant feedback to clients and client-management teams.
You:
• Are able to consistently execute excellent independent judgment, organise thoughts, make
decisions and communicate concisely under time constraints and with a full workload;
• Have an understanding of European media landscape, digital content, communication and
marketing principles;
• Have a familiarity with the European Institutions and regulatory processes, and an interest in
public affairs;
• Have excellent creative and technical writing ability with an ability to develop original ideas;
• Have strong communication skills and the ability to work in a team.
Skills and Experience:
• 2 years of public relations or political experience (agency and/or European Institutions
experience preferred);
• Strong writing skills (proven ability to write press releases, communications plans, executive
speaking points, social media content, etc.); ability to understand and write clearly about
technical subjects;
• Media relations experience and media skills/contacts; Proven ability to manage projects;
• High level of comfort communicating with clients and journalists;
• Excellent communication and organisational skills as well as the ability to prioritise and multi-
task in a creative, challenging and fast-paced work environment;
• Ability to work well with others in a team environment;
• Fluent English and another European language (especially French) is essential.
Attractive terms and conditions for the right candidate with a remuneration package based on
experience. Candidates should submit a CV and cover letter, detailing all relevant experience and
outlining what they can bring to Red Flag, to careers@thisisredflag.com, with the subject-line
'Account Executive – Brussels' by 5pm on Thursday August 27th next.
Communication Expert
DAI Incorporating HTSPE
Brussels, Belgium
Introduction:
DAI is an international development company. For 40 years, we have worked on the frontlines of
international development, tackling fundamental social and economic development problems caused
by inefficient markets, ineffective governance, and instability. Currently, DAI is delivering results that
matter in some 80 countries. Our development solutions turn ideas into impact by bringing together
fresh combinations of expertise and innovation across multiple disciplines. Our clients include
international development agencies, international lending institutions, private corporations and
philanthropies, and national governments.
We are looking for a Communication Expert to work on an EU funded project that DAI is bidding
for at the moment. Should DAI be successful we will need a Communication experts with availability
starting in December 2015/January 2016. This is a part-time position, based in Brussels over 5 years.
The general project aim is to promote EU business and trade with China, South Korea and the ASEAN
region – this expert will help contribute to this project working with the Team Leader.
Responsibilities:
• Ensure good visibility of the project both within EU Member States and the beneficiary
countries in line with EU visibility guidelines;
• Ensure strong media coverage of the project in international media and relevant trade
publications;
• Design and maintenance of a project website;
Communications Officer
BEUC - European Consumer Organisation
Brussels, Belgium
The Consumer Voice in Europe BEUC, The European Consumer Organisation is looking to recruit a
full-time Communications Officer to ensure the timely and effective communication of the
organisation’s policy message to its different target groups and stakeholders.
Your tasks:
Reporting to the Head of Communications, you will be responsible for media relations activities for a
number of BEUC’s priorities. These activities include drafting press releases, pitching news
developments and responding to journalist requests;
Write and edit fact sheets, website updates, position papers and other communications material;
Ensure an active social media presence;
Develop the entire range of communications tools and actions to help conveying our policy message to
the relevant target groups;
Manage production of publications and other communications material by coordinating the work of
external suppliers.
Your profile:
A solid communications background. A least 2 years professional experience in press and media work;
You have experience in using the whole range of communications tools and applying them in target-
specific situations;
You are creative and like to brainstorm with colleagues to develop new ideas;
You follow the newest social media developments and you have a proven track-record in applying
them in a professional context;
English native language skills, second EU language an advantage;
Very good knowledge of the EU institutions and its political decision-making process;
First class written and verbal communications skills. You have experience in translating policy texts
into non-expert language;
A proven interest in understanding, appreciating and articulating the consumer interest;
At least bachelor degree.
What we offer:
A multicultural working environment within an organisation dedicated to promoting the consumer
interests;
The opportunity to improve your expertise in using the whole range of communications tools;
A team of experienced consumer advocates who are eager to make use of your communications skills
to better convince EU stakeholders of their policy arguments;
The opportunity to meet and work with consumer representatives and other experts from more than 30
European countries;
A full-time contract with a competitive package (salary, fringe benefits and extra-legal paid leave).
Applications for the position should be sent before 24 August 2015 by e-mail to apply@beuc.eu with
subject line: Communications Officer. Only short listed candidates will be contacted.
Your application should include the following documents:
A short motivation letter;
A detailed CV;
In a separate file, answers to the following questions:
Why would you like to work at BEUC?
Briefly explain the main reasons that motivate you to work at BEUC, using maximum 150 words.
Why should BEUC appoint you?
Tell us why you think we should appoint you above other candidates, using maximum 150 words.
What is the main consumer challenge in the coming decade?
Describe one important consumer challenge in the years to come in maximum 150 words.
Any incomplete application will be disregarded.
Landell Mills has recently been shortlisted for a number of projects requiring long and short term
communications, visibility and knowledge management experts. We are therefore seeking experts with
a range of communications skills and experience to consider for current and prospective opportunities.
Organisation
Landell Mills is a leading international development consulting firm. We have been in business for
over 35 years and are active across the emerging and developing world. We work with private and
public sector clients on projects lasting from a few days to several years. Our mission is to assist our
clients to participate actively in the global economy whilst protecting their fragile environments and
vulnerable communities in the process. Our work is ordinarily financed by international development
agencies such as the European Union, DFID - the UK government department responsible for
administering overseas aid, and the Asian Development Bank. We provide services throughout the
lifespan of a programme from identifying projects through to implementation and evaluations.
Opportunities
We currently have opportunities for experts in our proposals that focus on:
Green economy - fostering effective dialogue and cooperation between the EU and developing
countries;
Africa-EU relations - strengthening the political and policy dialogue as well as the technical
cooperation at all levels;
Gateway and business avenues – between the EU and China, Southeast Asia and South Korea;
CSO Roadmaps – engagement with civil society organisations;
Food security and/or nutrition - sustainable agriculture, food systems and/or nutrition.
Required skills and experience
The calibre of candidates we are seeking, will not only meet, but exceed the majority of the below
criteria – with proven skills and experience to support each requirement.
Essential
University degree at Bachelor level in communication or minimum 10 years of professional
experience in communication;
PREFACE1
The Code is based on three different yet interrelated principles of professional communication
that apply throughout the world.
These principles assume that just societies are governed by a profound respect for human
rights and the rule of law; that ethics, the criteria for determining what is right and wrong, can
be agreed upon by members of an organization; and, that understanding matters of taste
requires sensitivity to cultural norms.
• Engage in communication that is not only legal but also ethical and sensitive to
cultural values and beliefs;
• Engage in truthful, accurate and fair communication that facilitates respect and mutual
understanding;
• adhere to the following articles of the IABC Code of Ethics for Professional
Communicators.
Because conditions in the world are constantly changing, members of IABC will work to
improve their individual competence and to increase the body of knowledge in the field with
research and education.
ARTICLES
1
https://www.iabc.com/about-us/leaders-and-staff/code-of-ethics/
Introducere în relaţii publice 66
Daniela Popa Campaniile de relaţii publice
IABC fosters compliance with its Code by engaging in global communication campaigns
rather than through negative sanctions. However, in keeping with the sixth article of the IABC
Code, members of IABC who are found guilty by an appropriate governmental agency or
judicial body of violating laws and public policies governing their professional activities may
have their membership terminated by the IABC executive board following procedures set
forth in the association’s bylaws.
The IABC Code of Ethics for Professional Communicators is published in several languages
and is freely available to all: Permission is hereby granted to any individual or organization
wishing to copy and incorporate all or part of the IABC Code into personal and corporate
codes, with the understanding that appropriate credit be given to IABC in any publication of
such codes.
The IABC Code is published on the association’s web site. The association’s online
magazine, Communication World, publishes periodic articles dealing with ethical issues. At
least one session at the association’s annual conference is devoted to ethics. The international
headquarters of IABC, through its professional development activities, encourages and
supports efforts by IABC student chapters, professional chapters, and regions to conduct
meetings and workshops devoted to the topic of ethics and the IABC Code. New and
renewing members of IABC sign the following statement as part of their application: “I have
reviewed and understand the IABC Code of Ethics for Professional Communicators.”
While discretion will be used in handling all inquiries about ethics, absolute confidentiality
cannot be guaranteed. Those wishing more information about the IABC Code or specific
advice about ethics are encouraged to contact IABC World Headquarters (601 Montgomery
Street, Suite 1900, San Francisco, CA 94111 USA; phone, +1 415.544.4700; fax, +1
415.544.4747).
Codul întăreşte Codul de la Veneţia din 1961, Codul de la Atena din 1965 şi Codul de la
Bruxelles din 2007.
a) Reamintind Carta Naţiunilor Unite care stabileşte „reafirmarea credinţei în drepturile
fundamentale ale omului, precum şi în demnitatea şi valoarea fiinţei umane”;
b) Reamintind „Declaraţia Universală a Drepeturilor Omului” din 1948 şi în special Articolul
19;
c) Reamintind că relaţiile publice, prin favorizarea fluxului liber de informaţii, contribuie la
interesele tuturor stakeholderilor;
d) Reamintind că relaţiile publice şi public affairs oferă o reprezentare democratică esenţială
pentru autorităţile publice;
e) Reamintind că practicienii de relaţii publice, prin intermediul competenţelor lor de
comunicare, dispun de abilitatea de a influenţa, abilitate care ar trebui moderată de un cod de
comportament etic şi profesional;
f) Reamintind că diversele canale de comunicare, precum Internetul şi alte media digitale,
reprezintă canale prin care informaţiile eronate sau înşelătoare pot fi diseminate pe cale largă
şi rămân necontestate, aşadar necesită o atenţie specială din partea practicienilor de relaţii
publice pentru menţinerea încrederii şi a credibilităţii;
g) Reamintind că Internetul şi alte media digitale necesită atenţie specială în ceea ce priveşte
protejarea intimităţii indivizilor, clienţilor, angajatorilor şi colegilor;Prin Codul de Conduită
de relaţii publice, practicienii vor:
1. Observare
Vor observa principiile Cartei Naţiunilor Unite şi ale Declaraţiei Universale a Drepturilor
Omului;
2.Integritate
Se vor purta onest şi integru în toate ocaziile, pentru a întări şi menţine încrederea celor cu
care practicianul intră în contact