By Michael Smith/Director, Graduate Program in Professional Communication-La Salle Univ.
Since the collapse of communism in 1989, Eastern European public relations has developed in 16 years the same public relations practices, professional associations, and
business structure that that it took the U.S. 100 years to develop.
However, like a typical 16-year-old, the adolescent Eastern European PR market has experienced rapid growth, but not always maturity.
Anyone who's lived with a temperamental teenager knows the tension between growth and maturity. Here are three tensions that those entering the Eastern European PR market
face, along with some advice on how to deal with them:
- Growing numbers of full-service agencies, but immature skills: Throughout the region, agencies offer clients everything from publicity to strategic consulting. According
to the International Communication Consultancies Organization (ICCO), the number of full-service agencies in Eastern Europe is increasing steadily. But the number of highly
skilled practitioners is still low, reflecting a lack of formal training in public relations. Thus, you can expect to find a wide range of PR services, but should be prepared to
create professional development opportunities. More universities now offer courses, and several large firms, such as Porter-Novelli, hold periodic training meetings for their
worldwide management staff. - Growing range of practice areas, but an immature understanding of public relations' strategic role: The growth in full-service agencies has also outstripped potential
clients' understanding of public relations. Many still consider PR a form of advertising, or think PR people are only good for event planning. The advice is the same in Eastern
Europe as it is here: take time to educate your clients about the role PR can play in growing their businesses. - Growing numbers of media outlets, but immature journalistic standards: The fall of communism meant the rise of independent, privately owned media outlets, both broadcast and
print. Media penetration is wide and deep, so there are a number of ways to reach various publics. However, the International Public Relations Association (IPRA) reports that a
number of media outlets still engage in "pay for publicity," and so-called "black PR" campaigns, which attempt to destroy an opponent's reputation through misinformation, are
common. You should be aware of these practices and ensure that your company's standards for working with journalists are clear. Some professional organizations, such as the
Czech Association for Public Relations Agencies (APRA), have sponsored roundtable discussions on journalist practices.
CONTACT: Michael Smith was the founding Director of La Salle University's graduate program in Professional Communication and Public Relations offered in Prague, Czech Republic.
He can be reached at 215.951.1981, [email protected].