Personality PR as a sociocultural phenomenon

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Personality PRas a socio-cultural phenomenon
BledCom2009
Welcome
Karl (Charly) Nessmann, University of Klagenfurt
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The pheonomenon of personalizationHistorical
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
Karl Nessmann, University of Klagenfurt
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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
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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
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Personalizationas 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, ceos

Karl Nessmann, University of Klagenfurt
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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.
Karl Nessmann, University of Klagenfurt
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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
  ...

Karl Nessmann, University of Klagenfurt
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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?

Karl Nessmann, University of Klagenfurt
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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

Karl Nessmann, University of Klagenfurt
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Do you have any questions/comments?Thank you !
karl.nessmann_at_uni-klu.ac.at www.uni-klu.ac.at/kne
ssman
www.uni-klu.ac.at/knessman
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Chart 22 26 sind nur Reserve für
eventuelle Nachfragen
www.uni-klu.ac.at/knessman
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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
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Personal Communication ManagementHow to position
people effectively
Karl Nessmann, University of Klagenfurt
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Personal Communication ManagementTactics
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.)
Karl Nessmann, University of Klagenfurt
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Personal Communication ManagementTactics
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.
Karl Nessmann, University of Klagenfurt
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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
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Personal Communication ManagementTactics

• 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.

Karl Nessmann, University of Klagenfurt
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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
clients 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 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
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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
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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
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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
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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
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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