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BledCom2009. Personality PR as a socio-cultural phenomenon. Welcome . Karl (Charly) Nessmann, University of Klagenfurt. Political, religious and business leaders have found it necessary to communicate to publics throughout history, and many used tactics quite similar to those used by

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Personality pr as a socio cultural phenomenon l.jpg

BledCom2009

Personality PRas a socio-cultural phenomenon

Welcome

Karl (Charly) Nessmann, University of Klagenfurt


The pheonomenon of personalization historical perspective l.jpg

Political, religious and business leaders have found it

necessary to communicate to publics throughout history,

and many used tactics quite similar to those used by

public relations professionals today

The pheonomenon of personalizationHistorical Perspective

Karl Nessmann, University of Klagenfurt


Pr methods over the last 2000 years l.jpg

PR Methods over the last 2000 years

  • fashionable clothing, hair styles, make up, accessories

  • basking, boosting (surrounding with VIPs)

  • coins, coat of arms, portraits painted, social events

  • publishing documents, manifestos, books, memoirs

  • media management, new media (internet, blogs …)

Karl Nessmann, University of Klagenfurt


Personality pr personal communication management l.jpg

Personality PRPersonal Communication Management

PPR or PCM is used as a collecitve name for all forms of professionally organized communication by and for individuals in all areas of society, such as politicians, business people, artists, scientists, sport professionals, freelance professionals etc. The overriding aim is to successfully position individuals and the companies they work for in the public eye.

Karl Nessmann, University of Klagenfurt


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The Personality Market

Karl Nessmann, University of Klagenfurt


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Personal Communication Management as a form of coaching or counselling

  • positions individuals in the most important markets (i.e. capital, sales, labour markets or public opinion)

  • PCM consultants/coaches help their clients to achieve the following:

  • to recognize their personal potential

  • to leave a lasting impression

  • to create a positive reputation

  • to position themselves as a ‚brand‘

    Trust, understanding, acceptance, credibility, integrity …

Karl Nessmann, University of Klagenfurt


Personalization as socio cultural phenomenon l.jpg

  • The neoliberal model of business and society

  • motor of individualization

  • the battle for recognition

  • the magic force of attention

  • the requirements of the labour market

  • competition amongst job seekers

  • globalization

  • flexible people

  • freelancer, ceo‘s

Personalizationas socio cultural phenomenon

Karl Nessmann, University of Klagenfurt


Promoting yourself is generally seen negatively l.jpg

Prostitution, superficiality, manipulation, a pack of lies, a sell out, bragging, snobbishness, egotism, vanity

Schemers, bootlickers, pushy people, ego-trippers etc.

Promoting Yourself is generally seen negatively

Karl Nessmann, University of Klagenfurt


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  • most of them are ‚how to‘ books a sell out, bragging, snobbishness, egotism, vanity

  • they talk about: „the individual as a ompany/product“

  • or „people can be turned into a brand“ (!?)

  • no critical discussion about the socio-political debate on sense or lack of it behind such offers ...

Review of the literature

Karl Nessmann, University of Klagenfurt


Socio critical questions l.jpg

  • What happens to the people whose ‚market value‘ falls? a sell out, bragging, snobbishness, egotism, vanity

  • What does the desire to be seen as a ‚brand‘ actually imply?

  • What does personal PR mean for the individual personality?

  • What can they do when they are no good at ‚selling thems.‘?

  • What can I do so that other poeple take note of my qualities?

  • Can we survive without personal PR?

Socio-critical questions

Karl Nessmann, University of Klagenfurt


No binding answer to these questions l.jpg

  • everybody wants to be liked a sell out, bragging, snobbishness, egotism, vanity

  • people have always employed a wide range of impression management techniques

  • pro-active selfmarketeers – defensive individuals

No binding answer to these questions

Karl Nessmann, University of Klagenfurt


Do you have any questions comments thank you l.jpg

Do you have any questions/comments? a sell out, bragging, snobbishness, egotism, vanityThank you !

[email protected]

www.uni-klu.ac.at/~knessman

www.uni-klu.ac.at/~knessman


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Chart 22 – 26 sind nur Reserve für eventuelle a sell out, bragging, snobbishness, egotism, vanity

Nachfragen

www.uni-klu.ac.at/~knessman


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Personal Communication Management a sell out, bragging, snobbishness, egotism, vanityConclusions and Prospects

  • responsible task

  • chances and dangers

  • integrated communication

  • corporate brand and personal brand

  • additional qualifications &

  • ethical and moral principles

Karl Nessmann, University of Klagenfurt


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Personal Communication Management a sell out, bragging, snobbishness, egotism, vanityHow to position people effectively

6. Evaluation

5. Implementation

4. Tactics

3. Strategy

2. Analysis

1. Briefing

Karl Nessmann, University of Klagenfurt


Personal communication management tactics l.jpg

Self-management – documentation of personal data: a sell out, bragging, snobbishness, egotism, vanity

Curriculum vitae, photo archive, personal description (strengths, weaknesses, successes, failures, goals, visions, characteristics, passions, values, hobbies, likes, dislikes, motto, philosophy of life, mission statement etc.)

Personal Communication ManagementTactics

Karl Nessmann, University of Klagenfurt


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Media management – positioning topics a sell out, bragging, snobbishness, egotism, vanity

All the classic tools of media work, e.g. press releases, press conferences, letters to the editor, guest commentaries, interviews, statements, home stories, reports, story telling etc.

Personal website, blogs, business cards, signed cards or postcards, posters, brochures or books (memoirs, autobiographies, non-fiction) etc.

Personal Communication ManagementTactics

Karl Nessmann, University of Klagenfurt


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Personal Communication Management a sell out, bragging, snobbishness, egotism, vanityTactics

Impression management – self presentation techniques:

Decent behavior, respect, politeness, honesty, open dealing with people, keeping promises, admitting mistakes, confessing to weaknesses and apologizing. Clothing, hair styles, accessories etc.

Karl Nessmann, University of Klagenfurt


Personal communication management tactics19 l.jpg

  • Social management – taking on social responsibility a sell out, bragging, snobbishness, egotism, vanity

  • being involved in associations, clubs, interest groups

  • support for charitable institutions (donations, sponsoring)

  • taking part in public debates, panel discussions

  • holding lectures or seminars

  • taking on socio-political responsibility

  • all forms of networking

  • etc.

Personal Communication ManagementTactics

Karl Nessmann, University of Klagenfurt


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Personal Communication Management a sell out, bragging, snobbishness, egotism, vanityFundamental principles

Not every measure suits every type of person

All PR activities are only credibile when they are honestly intended and not at variance with client‘s character, values or personal convictions.

Trust, credibility and authenticity arise when statements, actions and values coincide.

Karl Nessmann, University of Klagenfurt


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Personal Communication Management a sell out, bragging, snobbishness, egotism, vanity as an academic discipline

  • ... investigates

  • the reasons for the increasing importance of personalization and the social environment

  • the many different possibilities for individuals from all areas of society to present themselves

  • the different positioning models, methods and tools which can be used

Karl Nessmann, University of Klagenfurt


Personalization in the media l.jpg

Personalization in the media a sell out, bragging, snobbishness, egotism, vanity

  • „The more an event is endowed with a personal factor the more chance it has of becoming a news item.“

  • Prominent personalities are very newsworthy

  • Media formats: Society, People, VIPs, Celebrities

Karl Nessmann, University of Klagenfurt


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Personalization within organizations a sell out, bragging, snobbishness, egotism, vanity

  • context of organizational communication

  • a method of staging and positioning companies/individuals

  • a communication strategy

  • a key factor for one-person business and large listed companies

  • CEO Communication, CEO Positioning ...

Karl Nessmann, University of Klagenfurt


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The pheonomenon of personalization a sell out, bragging, snobbishness, egotism, vanityHistorical Perspective

All historical personalities who have left a lasting impression after their death had propagandists who spread positive stories about them and who praised the ‚boss‘.

Karl Nessmann, University of Klagenfurt


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The Personality Market a sell out, bragging, snobbishness, egotism, vanity

PR – the dominant role of all

communication disciplines:

„ The most essential support for most

aspirants comes from public relations“

(cf. Rein/Kotler/Stoller 1997, p. 268)

Karl Nessmann, University of Klagenfurt


Communication counselling models l.jpg

Communication counselling models a sell out, bragging, snobbishness, egotism, vanity

Branding or Marketing Model

„people as brands“, 4 Ps: product, price, place, promotion

Reputation Model

cornerstones: to predict, calculate, potentail support

Public Relations Model

PR is an independent commuication discipline, a function of management

Karl Nessmann, University of Klagenfurt


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