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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

BledCom2009

Personality PRas a socio-cultural phenomenon

Welcome

Karl (Charly) Nessmann, University of Klagenfurt

the pheonomenon of personalization historical perspective

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

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

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

the personality market

The Personality Market

Karl Nessmann, University of Klagenfurt

personal communication management as a form of coaching or counselling

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

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

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

review of the literature

most of them are ‚how to‘ books

  • 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

What happens to the people whose ‚market value‘ falls?

  • 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

everybody wants to be liked

  • 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

Do you have any questions/comments?Thank you !

karl.nessmann@uni-klu.ac.at

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

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

slide13

Chart 22 – 26 sind nur Reserve für eventuelle

Nachfragen

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

personal communication management conclusions and prospects

Personal Communication ManagementConclusions 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

personal communication management how to position people effectively

Personal Communication ManagementHow 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

Self-management – documentation of personal data:

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

personal communication management tactics17

Media management – positioning topics

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

personal communication management tactics18

Personal Communication ManagementTactics

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

Social management – taking on social responsibility

  • 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

personal communication management fundamental principles

Personal Communication ManagementFundamental 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

personal communication management as an academic discipline

Personal Communication Management 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

Personalization in the media

  • „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

personalization within organizations

Personalization within organizations

  • 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

the pheonomenon of personalization historical perspective24

The pheonomenon of personalizationHistorical 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

the personality market25

The Personality Market

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

Communication counselling models

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