czech mar comm and pr 5_12_2012_denisa kollmannova
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MARKETING COMMUNICATION AND PUBLIC RELATIONS IN THE
CZECH REPUBLIC
PhDr. Denisa Kasl Kollmannová, Ph.D.
Charles University in Prague
Structure of the lecture
1. Short introduction to the Czech development after 1989
2. Who do the Czechs trust the most?
3. The current state of Public Relations
4. Some specifical trends in the Czech market: Innovative companies, Retro, Anti-corruption, Outdoor, Nuclear Energy
More Marketing than Marketing Communication
• Overall market: stabilized, market economy, transition completed after the systém change in 1989
• Besides global and international companies strong domestic brands
• Practice: Sales department rule in the overall strategy of the company (55%), marketing dep. 22%, financial 14%
• Globalization: strong influence of global companies
• 40% of all companies is following the rules of headquarters, however 24% of them say they are very independent
• Marketing Education: Economics-based marketing
Communication after Propaganda
Strong censorship between 1948-89
- Selfcensorship DNA
Communistic propaganda and persuasion
- Grown through the society since early age
After 1989: Freedom of speech, press…
- But what does it actually mean?
Press freedom index by
Reporters without
borders 2012
Development of PR after 1989
Before 1989 – Rapid and Merkur: two leading state-operated PR and Advertising agencies
Changing structure of media market
Development of PR services – local agencies dominate the market
Since 1995 – Association of PR Agencies (APRA.cz)
Since 2004 – Department of Marketing Communication and PR at the Charles University in Prague
Since 2006 – Czech PR Award Contest by APRA(CenaPR.cz)
Public trust in institutions Companies
EU
NGO´s Media
+18 +18 +18
+18 +18
Global
CZ
Slovakia
Source: Edelman Trust Barometer and survey AMI Communications, 2012, informed publics
Trust in industry „Czechs believe in cars, technology and alcohol“
Zdroj: Edelman Trust Barometer a průzkum AMI Communications, 2012 Source: Edelman Trust Barometer and survey AMI Communications, 2012, informed publics
Trustworthiness of information sources
Source: Edelman Trust Barometer and survey AMI Communications, 2012, informed publics
Repetition enhances trustworthiness: Czechs need more reassurance
Zdroj:Edelman Trust Barometer a průzkum AMI Communications, 2012
How many times do you need to hear an information to believe it? EU: majority 3-5x, 25% of Czechs more than 6x
Source: Edelman Trust Barometer and survey AMI Communications, 2012, informed publics
Public Relations in the Czech Republic: Current position
• Aim of the research: to analyze the current state of communication professionals´ position, roles, opinions about PR, usage of PR services and agencies
• Put the outcomes to the socio-historical context of CR
• First academic research on PR in the Czech Republic
• Focusing on the role of PR agencies
• Respondents: 200 Communication professionals (no agency employees)
• Commercial and non-commercial sector
Research questions
• RQ1. What role does PR play in Czech companies? Is it significant or rather irrelevant?
• RQ2. What position does PR hold in the company structure and what is the role of a PR/Communication manager? Does PR influence the decision-making process inside the company?
• RQ3. What kind of fields is the PR department responsible for? Is it merely media communication, or other fields as well, e.g. internal communication, issues management, online communication, public affairs etc.?
• RQ4. Do the companies work with PR agencies (and to which extent) or do they establish their own in-house PR departments?
• RQ5. Which PR agency do the companies work with and why?
Perception of PR by Communication Professionals
Frequency of usage of PR in Czech companies and organizations
Competence and hierarchy or communication managers in CR
Responsibility of PR managers for different fields
Most-used PR services
Online communication solutions: who would the communication managers ask for help?
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0% 25% 50% 75% 100%
Fleischman Hillard
EMC
PR Konektor
Native PR
Ewing PR
AC&C
Botticelli
Bison & Rose
AMI Communications
Medea
Ogilvy PR
We are cooperating We cooperated in the past We were in contactI know them by name I don´t know them
Knowledge or experience with Czech PR agencies
Traits of the best PR agency
Current Czech PR and marcomm trends
Some specifical trends in the Czech market
1. Anti-corruption movement
2. Innovative companies
3. Retro marketing
4. Outdoor lifestyle
5. Nuclear Energy boost
Anti-corruption movement
Anti-corruption movement: Companies and NGO´s against corruption (after 2009)
1. NGO´s: Transparency International, Janeček´s National Fund Against Corruption, Z-Index, etc.
2. Companies which declare their anti-corruption statement in image-making, PR and marketing communication: Student Agency, Bernard, Linet, Unicorn, etc.
3. Anti-corruption as business plan: Corrupt Tour
NGO´s case: Karel Janeček´s Positive Evolution
Image case:
Bernard Brewery
Business case: Corrupt Tour
Retro marketing • Local succesful brands
• Continuity from the socialist Czechoslovakia
• Kofola, Prim, Botas, Granko, Melta
• Míša, Eta, Sunar etc.
Case: Kofola – 1960´s brand
Growth of Kofola´s portfolio
„If you love her, there´s nothing else“ Christmas ad
New success stories: Innovative companies
• IT – AVG, Avast, 2K, SocialBakers, Seznam
• Apart from Seznam, no local branding
Seznam – the Czech Google Localization as the key concept for search engine
Outdoor: Czech Lifestyle Passion
Outdoor equipment & fashion: Bushman, Loop, Direct Alpine, Hannah, Warmpiece, Pingiun – over 50 local outdoor producers
Czech anomalia: Nuclear energy support
Temelín: completion or new reactors?
Czech media framing
Conclusions Sriramesh and Verčič (Sriramesh & Verčič, 2012: 9) state the three most significant
factors that shape the public relations practice and theory in each culture
1) Globalization
- Apart from global Ogilvy PR, predominantly local agencies win and knowledge of local context is highly appreciated by professionals
2) Changes in PR practice and pedagogy
- Most of communication professionals are not educated in the PR field, they value highly PR asset to the company, but have difficulties explaining it
3) Growing influence and realization of the importance of PR to contemporary societies
- PR faces a big challenge in communicating and explaining its own relevance. PR agencies do not possess well-known (and presumably trusted) brands. Public knowledge of PR is low, and so is marketing-literacy
Discussion
Thank you for your comments!
Denisa Kasl Kollmannová
kollmannova@fsv.cuni.cz
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