ONLINE PR
Lecture notes (incl. articles mentioned in the lectures)
Tilburg University
Block 2 – 2024/2025
Elske van Rijssel
,Inhoud
Lecture 1 – Introduction to PR ................................................................................................... 3
Lecture 2 – Corporate Social Responsibility & Ethics ............................................................. 5
Lecture 3 – PR & Management .................................................................................................. 7
Part 1 – Management .............................................................................................................. 7
Part 2 – Corporate identity ..................................................................................................... 9
Lecture 4 – Measuring and evaluating PR .............................................................................. 11
Lecture 5 – Internal Communication....................................................................................... 15
Lecture 6 – Research on Online Corporate Social responsibility ........................................ 18
Lecture 7 – Research on internal communication ................................................................. 22
2
, Lecture 1 – Introduction to PR
Defining PR
In 1974:
Public relations is a distinctive management function which helps establish and maintain
mutual lined 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, serving as an early warning
system to help anticipate trends; and uses research and ethical communication techniques
as its principal tools.
Later on, reputation was added to the definition:
PR is the discipline which looks after reputation, with the aim of earning understanding
and support and influencing opninion and behavior. It is the planned and sustained effort
to establish and maintain goodwill and mutual understanding between and organization
and its publics.
Reputation: the beliefs and opninions someone has about another person, organization or
object, based on how you behave, what you do etc.
Corporate Corporate Corporate
image identity reputation
Five core concepts that help to define PR (Guth & Marsh, 2006)
- Management function
- Two-way communication
- Planned activity
- Research-based social science
- Socially responsible
History of PR
Overview:
- 17th/18th century: pamphlets
- 19th century: telegram and newspapers (industrialization, mass media)
- 20th century: the term PR was used for the first time
The development of PR is entwined with social, economical and political developments.
Distinguish among 4 categories:
- Propaganda (one-way, truth unimportant)
- Dissemination of information (one-way, truth important)
- Scientific persuasion (two-way, imbalanced effects)
- Mutual understanding (two-way, balanced effects)
3
Lecture notes (incl. articles mentioned in the lectures)
Tilburg University
Block 2 – 2024/2025
Elske van Rijssel
,Inhoud
Lecture 1 – Introduction to PR ................................................................................................... 3
Lecture 2 – Corporate Social Responsibility & Ethics ............................................................. 5
Lecture 3 – PR & Management .................................................................................................. 7
Part 1 – Management .............................................................................................................. 7
Part 2 – Corporate identity ..................................................................................................... 9
Lecture 4 – Measuring and evaluating PR .............................................................................. 11
Lecture 5 – Internal Communication....................................................................................... 15
Lecture 6 – Research on Online Corporate Social responsibility ........................................ 18
Lecture 7 – Research on internal communication ................................................................. 22
2
, Lecture 1 – Introduction to PR
Defining PR
In 1974:
Public relations is a distinctive management function which helps establish and maintain
mutual lined 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, serving as an early warning
system to help anticipate trends; and uses research and ethical communication techniques
as its principal tools.
Later on, reputation was added to the definition:
PR is the discipline which looks after reputation, with the aim of earning understanding
and support and influencing opninion and behavior. It is the planned and sustained effort
to establish and maintain goodwill and mutual understanding between and organization
and its publics.
Reputation: the beliefs and opninions someone has about another person, organization or
object, based on how you behave, what you do etc.
Corporate Corporate Corporate
image identity reputation
Five core concepts that help to define PR (Guth & Marsh, 2006)
- Management function
- Two-way communication
- Planned activity
- Research-based social science
- Socially responsible
History of PR
Overview:
- 17th/18th century: pamphlets
- 19th century: telegram and newspapers (industrialization, mass media)
- 20th century: the term PR was used for the first time
The development of PR is entwined with social, economical and political developments.
Distinguish among 4 categories:
- Propaganda (one-way, truth unimportant)
- Dissemination of information (one-way, truth important)
- Scientific persuasion (two-way, imbalanced effects)
- Mutual understanding (two-way, balanced effects)
3
