Deutsche Public Relations Gesellschaft e. V. DPRG German Public Relations association

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Deutsche Public Relations Gesellschaft e. V.
(DPRG) German Public Relations association
Introduction to the vocational field public
relations - as well as latest trends in Germany
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Overview
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DPRG introduction to the association
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Introduction to the vocational field
3
Trends, research and figures
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Overview
1
DPRG introduction to the association
2
Introduction to the vocational field
3
Trends, research and figures
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DPRG in brief
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Who is DPRG?

• DPRG is the German association for PR consultants
  as well as in-house communication managers
• Founded in Cologne in December 1958
• DPRG is an association run on a voluntary
  basis(active voluntary workers approx. 200
  members)
• Member of
• the Confédération Européenne des Relations
  Publiques (CERP)
• the Global-Alliance-Initiative
• the Féderation of European Industrial Editors
  Associations (FEIA)
• the Deutsche Gesellschaft für Verbandsmanagement
  e. V. (DGVM)
• Cooperation with the International Public
  Relations Association (IPRA), which is present in
  more than 70 countries worldwide

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DPRG in brief
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DPRGs constitutional objectives and
responsibilities DPRG

• represents its members professional interests
• promotes the professions public standing
• broadens the publics knowledge of the profession
• informs and supports its members with regard to
  professional matters
• promotes the training and advanced training of PR
  experts
• contributes to a scientific understanding of PR
• cultivates and promotes international relations
• maintains and updates PR codices

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DPRG in brief
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The DPRGs executive committees agenda 2006

• An increased membership through opening up and a
  provision of services for various target groups
  within the membership structure
• A restructuring of membership fees
• Realising its representation in Berlin in 2005,
  expanding collaborations
• Vocational-field research conducting a
  vocational-field analysis
• Profile development/developing the associations
  self-conception
• Establishment of expert and working groups,
  review of the DPRGs constitution
• DPRG, GPRA and BdP establish a joint inspection
  and certification organisation
• PR-Day 2006 in Halle Leipzig, events 2006 on
  the subject of product PR and financial
  communication
• Services for junior members of the profession
• Starting a binding work system

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DPRG in brief
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DPRGs activities DPRG ...

• organises annual congresses, specialist
  conferences and, via its regional groups, events
  and workshops on central PR issues
• since 1999 has established the conference series
  Capital Market Relations in cooperation with
  various regional stock exchanges (Frankfurt etc.
  )
• has annually awarded the Deutscher PR-Preis
  (German PR Prize) since 1970, the highest award
  for PR and/or communication management in
  German-speaking countries since 2002, joint call
  for submissions with the F.A.Z.-Institut
• has biennially awarded the Albert-Oeckl-Nachwuchsp
  reis ( prize for up-and-coming PR specialists)
  for academically outstanding theses on PR issues
  this has now been integrated into the Deutscher
  PR-Preis since 2002
• as a member of the Féderation of European
  Industrial Editors Associations (FEIEA)
  participates in the annual Grand Prix honouring
  the best European staff publications
• Provides special services at the regional level
  and in expert groups

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The brand
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DPRGs memberships, responsible bodies and
collaborations
Regionale Börsen und Medienpartnerschaften
Capital Market Relations
Deutscher PR-Preis
Trägerschaft DRPR
Kooperationen
Global-Alliance-Initiative
Mitgliedschaft
Mitgliedschaft
Deutsche Gesell-schaft für Verbands-management e.
V.
Mitgliedschaft
Mitgliedschaft
Mitgliedschaft
Federation of European Internal Editors
Associations
International Public Relations Association
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DPRG in brief
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What advantages does a DPRG membership have?

• Initiation and maintenance of contacts by
  specialist conferences, trade meetings and
  congresses plus on-site events (networking)
• Regular exchange with professional communicators
  from companies, associations, organisations and
  agencies and junior members of the profession
• Concessionary fares at specialist congresses,
  events and for all services and in-kind services
  related to the trade
• Career advice
• Free subscription to the PR trade magazine
  kommunikationsmanager, electronic newsletter and
  selected DPRG publications
• Preferential prices for books, publications,
  information services and other works published by
  DPRG
• Advanced training in training sessions, workshops
  and seminars
• Participation in subject-related working groups

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DPRG in brief
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How do I become a member of DPRG?
Membership in DPRG has to be applied for in
writing
Youll get application forms at
www.dprg.de ? Mitglied werden
the DPRG office
or
Deutsche Public Relations Gesellschaft (DPRG) e.
V. St. Augustiner Straße 21 53225
Bonn Germany Phone [phone] u.
88 Fax[phone] E-Mail
info_at_dprg.de
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Membership structure
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Number of members as of December 06, 2005 1,894
Breakdown by sectors (in absolute figures)
7PR98
Students/other
Civil service
Training and advanced training
Business associations, labour and management
Non-profit organisations, churches
PR-consultancy
Companies
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Membership structure
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The DPRG members can be broken down as follows
Breakdown by status (in absolute figures)
Corresponding members 47
23 Corporate members
Sponsoring members 56
Senior members 69
Junior members
Student members
Full members
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Membership structure
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The regional membership breakdown is as follows
Regional breakdown (in absolute figures)
Saxony-Anhalt 7
32 abroad
Saxony 42
Lower Saxony/Bremen
North Rhine- Westphalia
Baden-Württemberg
449
Northern Germany
Berlin/Brandenburg
Hesse/Rhineland- Palatinate/Saarland
Bavaria
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Membership structure
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Age structure of DPRG members (average age 44
years)
older no mention than 65
younger than 20
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DPRG in brief
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DPRGs structure (1)
Vorstand (auf drei Jahre gewählt)
Deutscher Rat für Public Relations (DRPR)
Mitglied innerbetr. Komm.
Mitglied
Mitglied
Vorsitzender
Präsident
Vize
Vize
Schatzmeister
BGB-Vorstand
Mitglied
Mitglied
DPRG-Präsident
GPRA-Präsident
Kooptierte Berater
Kooptierte Berater
Hauptausschuss (zwischen 40 und 45 Mitglieder)
DPRG-Beisitzer
DPRG-Beisitzer
DPRG-Beisitzer
GPRA-Beisitzer
GPRA-Beisitzer
Mitglied
Mitglied
Mitglied
Ehren-mitglieder
Vertreter der Landesgruppen
Vorstand
Mitglied
Mitglied
Ehrenrat (amtiert drei Jahre)
DPRG-Präsident
Mitglied
Vor-sitzender
Mitglied
Mitglied
Mitglied
MitgliederversammlungAlle Mitglieder
stimmberechtigt (Ausnahme Studienmitglieder)
Neun Landesgruppen
Acht Regionalgruppen
Wahl
ehemals inkom-Mitglieder
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Overview
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DPRG introduction to the association
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Introduction to the vocational field
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Trends, research and figures
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Introduction to the vocational fieldOne PR???
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PR comprises

• Management of Communications
• Planning and management of complex communications
  processes using core competencies (informal
  communications, analysis, creativity,
  organisation, evaluation) and by means of all
  available tools
• Mediation of different viewpoints and orientation
  
• Shaping of information transfers and dialogue
  across all societal decision-making-areas
• Representation of client interests
• Creating of publicity and strenghtening the power
  of judgement of societal groups
• Long-term creation and strengthening of
  transparency, trust, sympathy and identity (eg.
  towards a brand, company or product)

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Introduction to the vocational field
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Professional PR is used in order to ... (1)

• Clarify the functions and objectives of
  companies, groups or individuals, as well as
  their actions both internally and externally
  (companies, organisations)
• Explain the positioning and specifications of
  products and their impact for both,
  trade/retailers and consumers
• Satisfy the publics need for information
• Lay open interrelations as well as single aspects
  and put them up for discussion

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Introduction to the vocational field
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Professional PR is used in order to... (2)

• Ease situations of crisis by means of
  communications / issues management
• Form a value-adding interaction between all
  acting heads on capital markets (Investor
  Relations, Capital Market Relations)
• Foster dialogue between politics and business
  (Political Communications /Public Affairs)
• Steer transformation processes in the economical
  and societal area (Change Management) and face
  the challenges of the future (Sustainability)

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Introduction to the vocational field
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Requirements for professional Public Relations
Active and long-term communications strategies
Full control of core competencies and tools (eg.
Internet)
Require- ments for professional PublicRelations
Integration of communications structures in the
decision-making process of organisations and
businesses as management function, as well as a
centrally governed communications management
Keeping in mind professional standards and
ethical guidelines such as relevant PR-Codizes
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Introduction to the vocational field
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PR has got six core functions (ACTION-Formula)

• Analysis, strategies, conceptions
• Contact, consulting, negotionations

• Text and creative design

• Implementation (decisions, action-planning,
  costs/budgeting and timing)
• Operative implementation

• Nacharbeit (German term for work after the
  actual work, which finally
  means Evaluation

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Introduction to the vocational field
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Working techniques of PR (1)

• Research and own organisation (work organisation)
• Editorial skills (writing, revisions)
• Visualisation of oral content
• Writing for free speeches and audiovisual media
  (eg. Internet)
• Conception and design
• of own print media / publications
• of audiovisual media
• of online- and offline-sites as well as
  virtual-interactive communications media

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Introduction to the vocational field
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Working techniques of PR (2)

• Organisation and design of communications events
• Presentationskills and speeches
• Consulting, negotiations, rationale
• Presenting / leading conversations and
  discussions
• Coaching

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Introduction to the vocational field
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Instruments of PR
Instru-ments of PR
Instruments of external PR
Instruments of internal PR

• Oral communications
• Direct media relations
• Arranged media relations
• Printmedia
• Event management/-comms
• Electronic Media
• Political PR
• Sponsoring
• Other external instruments

• Instruments of communications by means of media
  transfer
• Instruments of direct communications
• Other instruments

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Introduction to the vocational field
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Instruments of external PR (1)
Oral comms
Direct media relations
Arranged media relations
Eventmanage-ment/ -comms
Printmedia

• Nurture relations
• Speech
• Talk
• etc.

• Editorial visit
• Interview
• Media appearance
• Presentation to the press
• Press talk
• Background meeting
• etc.

• Press release
• Press report
• Press picture
• Pressconference
• Presskit
• Press mailing list
• clippings
• Article in trade press
• Letters to the editor
• etc.

• Customer mags
• Imagebrochure
• Product-brochure
• Annual report
• Newsletter
• Book
• Flyer
• Poster
• Postcard
• etc.

• Exhibitions
• Trade shows
• Discussions
• Open house
• Trade fairs
• Jubilee
• Congress
• Symposium
• etc.

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Introduction to the vocational field
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Instruments of external PR (2)
Electronic media
Other external instruments
Political PR
Sponsoring

• Internet
• Homepage
• Mailinglist
• Extranet
• Chat
• Newsletter
• CD-Rom
• etc.

• Issue Manage-ment
• Lobbying
• Monitoring
• etc.

• Sports
• Culture
• Social
• Ecological
• etc.

• Client interviews
• surveys
• Give-Aways
• Hotline
• Price draws
• competition
• Product Place-ment
• etc.

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Introduction to the vocational field
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Instruments of internal PR
Instruments of communications by means of media
transfer
Instruments of direct communications
Other instruments

• Employee magazine
• Infoservice/Newsletter
• Introduction brochure (for new employees)
• Bulletin- board
• Business-TV
• Intranet
• Press clipping
• Poster
• Leadership guidelines
• etc.

• Works outing
• Works meeting
• Corporate fitness
• Incentives
• Discussions
• Meetings
• Jubilee
• etc.

• Suggestion for improvement
• etc.

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Overview
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DPRG introduction to the association
2
Introduction to the vocational field
3
Trends, research and figures
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Industry figures
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- Overall turnover forecast for 2005 4,28
billion Euros - Forecast for 2010 5,7
billion Euros Around 2.200 registered PR
consultancies Turnover of PR agencies and
freelancers 1,3 billion Euros 2000 2005
75 increase in number of employees (15.000)
Fachhochschule Düsseldorf/IfK Institut für
Kommunikation Federal statistical office
Berlin, 2002 Eisele, Hans 2001
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Knowledge about PR terms
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Source PR-Images in Deutschland - University
of Leipzig
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Statements on PR
3
Source PR-Images in Deutschland - University
of Leipzig
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Relevance of PR-tasks for society
3
Source PR-Images in Deutschland - University
of Leipzig
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Relevance of PR for society
3
Source PR-Images in Deutschland - University
of Leipzig
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Public trust in players and institutions
3
Source PR-Images in Deutschland - University
of Leipzig
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Rated behaviour of PROs
3
Source PR-Images in Deutschland - University
of Leipzig
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Budget allocation per activity
3
Source DPRG Survey - SKOPOS
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Comparison of PR instruments
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2004
Source DPRG Survey - SKOPOS
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Budget allocation per market
3
Source DPRG Survey - SKOPOS
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Budget allocation per market/comparison
3
Source DPRG Survey - SKOPOS
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Developments of markets/comparison
3
Source DPRG Survey - SKOPOS
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Payment by results
3
Source DPRG Survey - SKOPOS
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Steering through evaluation
3
Source DPRG Survey - SKOPOS
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Importance of PR
3
Source DPRG Survey - SKOPOS
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Overall industry trends
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Source DPRG Survey - SKOPOS
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Turnover and employee numbers
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Source DPRG Survey - SKOPOS
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International contact
Chairman sectoral group International PR
Thorsten Luetzler Mail(at)thorsten-luetzler.de
www.dprg.de