Crisis management procedures and tools based on qualitative research

Dariusz TworzydloSelected procedures and tools that are used in crisis situations will be presented in this article. This presentation will be based on the results of qualitative research as well as the analysis of entries in selected reference literature that discuss the issue of preparing for crises and crisis management. The article aims to show that limited but effective crisis management is possible when it arrives but a far better approach is preparing the organisation for the eventuality of a crisis situation in a manner that facilitates reaction. However, effectiveness should be examined in two aspects in this case, firstly, preventing … Czytaj więcej »

Transmedia marketing and re-invention of public relations

Many concepts have been developed to describe the convergence of media, public relations and storytelling formats in contemporary media systems. This article presents a theoretical reflection on “transmedia storytelling” from a perspective of integration narrative in the context of the re-invention of public relations. The rapid evolution of digital media technology and the emergence of transmedia storytelling present foresight professionals with a powerful new approach for communicating about the future. A transmedia story unfolds across multiple media platforms with each new text making a distinctive and valuable contribution to the whole. Between other, this article also outlines some of the … Czytaj więcej »

Internet website as a tool of communication in scientific institutions

The aim of the article is to analyze the use of websites in communication activities and image building of national scientific institutions. One of the reasons for undertaking this subject is the greater attention paid to scientific communication and its link to the need for society involvement in research, that was expressed in the “Rome Declaration on Responsible Research and Innovation in Europe” in 2014. Apart from that, there is an enhanced science mediatization that requires from PR specialists an extra effort to ensure that their messages are not distorted. The subject seems to be vital as there is a … Czytaj więcej »

Public relations – the tools for unilateral communication and dialogue on the Internet

Dariusz TworzydloThe development of technology and IT tools have brought about an extraordinary acceleration of the public relations branch around the whole world.  We live in the times of revolution in communication, in which one year is whole eternity. Messages, the speed of their publication, the tools are changing. The sender and the recipient, who have become used to the dynamics of the message and the fact that it is and will be distributed without spatial and temporal limitations, are changing too. Netscape browser, wp.pl, the era of Wikipedia, Facebook, dynamically developing YouTube, or Nasza Klasa, Twitter and a whole range … Czytaj więcej »

Success factors and limitations of efficient internal communication

The article covers the key issues of internal communication within an organization. It highlights the benefits of implementation of transparent communication principles for a company. It identifies objectives and presents selected communication tools. In the article, also guidelines for carrying out research in the context of development of an internal communication strategy can be found. Selected research areas of the process of planning and implementation of strategic assumptions have been presented. Factors limiting effective implementation of an internal communication strategy have been discussed.

Dariusz Tworzydło, Ph.D. – Chairman of the Institute for Information Society Development, Poland, and Chief Executive Officer Czytaj więcej »

Analytical and critical thinking skills in public relations

This article presents more or less independent reasons why analytical and critical thinking skills should be essential part of public relations. Generally, it is considered that the analytical and critical thinking skills are part of public relations, as well as creative thinking, but they should be considered separately and given the codes of ethics of the profession used as initial criteria. For the purpose of the study, in this article is presented the result of the survey in which determine importance of using analytical and critical thinking skills in the implementation of PR projects. The second aim in the survey … Czytaj więcej »

New social communication toward the relational capital creation

Corporate social responsibility is an example of an approach to management that emphasizes the importance of organization’s influence exerted by the company on a number of diverse groups called stakeholders. CSR sets new functions for social communication. In this paper chosen examples of social activities communication of Polish mining companies has been addressed. The main risks for the use of contemporary forms of communication as well as possibilities which are the results of application of modern management model has been indicated.

Sylwia Jarosławska-Sobór, M.Sc., Central Mining Institute, Poland – spokeswoman for the Central Mining Institute, PhD student at the Institute Czytaj więcej »

Media relations – promoting scientific and research institutions in the media in Poland and Europe

Media are one of key intermediaries for dissemination of information and one of the most effective tools of promotion. They allow us to get our message across both to a broad group of recipients and a profiled recipient adequate for the subject, content and character of the provided message. The essence of information reaching the recipients through the media is the credibility, trust and impartiality attributed to it and thus its strength. For this reason building relations with the media is so important in public relations. Taking into consideration the fact that media to a large extent form the awareness … Czytaj więcej »

Crisis management via social media

The increasing popularity of social media gives businesses a wide spectrum of possibilities to enter into dialogue and interaction with consumers, to better understand their needs, to build durable relations with clients and to maintain brand communities. Thanks to social media, content may be transmitted with unprecedented speed when it „goes viral”. The consumer has been undergoing change too, now expecting instant answers to all his questions and doubts and more often than ever expressing complaints about a company in the media sphere of the internet. All these factors combine to give organizations new challenges to face. Overcoming these requires … Czytaj więcej »

New technologies in public relations

The article includes an analysis and presentation of selected examples of communication tools, which are used in companies to create and maintain relationships with internal and external environment. The problems related with definition of public relations were also discussed. The article presents the advantage and negative consequences of the use of modern tools of PR, as well.

Dariusz Tworzydło, PhD., Exacto, Poland – is director of the managing board of the public relations agency Exacto and director of the managing board of the Institute for Development of Information Society. In the years 2008-2012 he was member of the Public Relations … Czytaj więcej »

Creative communication in public relations activities

This article discusses several approaches to new waves of public relations. Emphasis is given to the creative impulse since many public relations professionals are less familiar with it than other forms of communication. Five criteria are suggested for structuring creative communications: 1. learning how to be a good storyteller; 2. visual communication is the content that could increasingly build strong relationships with audiences; 3. the PR practitioner’s challenge is to evaluate what people are discussing and identify the recurring issues in their marketplace; 4. recognizing that local is new global; and 5. predicate that PR is constantly changing. People who … Czytaj więcej »

How to cooperate efficiently with the media in situation of crisis – case study

The essence of this article is to show the differences and the degree of difficulty in standard and crisis communication. Communication that we use every day in cooperation with the media should serve as the basis and contribution to obtaining certain efficiency of information distribution, which will pay off in a crisis situation. Rescuing a dog named Baltic could prove to be a major crisis in the history of the NMFRI. There were many threats and decisions that could be regarded as unfavourable for the Institute — is it allowed and for the sake of what — to threaten health … Czytaj więcej »